Allianz brand shift tells drivers: Unlike some, we don’t want you to lock your car in a garage
Insurer Allianz has dropped its “Ahhhh…llianz” line from its new brand campaign, instead encouraging owners to enjoy driving their cars.
The new positioning also sees Allianz take what appears to be an oblique swipe at rival insurer Youi, which promotes cheaper insurance for owners who can demonstrate they lock up their vehicles and only drive short distances.
The “Don’t just be insured – Be inspired” campaign from Allianz asks drivers: “What is a car for? Is it really meant to sit still in a driveway? That’s what some want you to believe.”
https://www.youtube.com/watch?v=0rOzbKUkKj4
Featuring images of surfboards, camping and country drives, the voiceover adds: “You can’t put a number on the roads out there waiting to be travelled. That is what your car is for. It shouldn’t be locked away in a garage. Some say drive less. We say drive more.”
The position is almost the opposite of Youi, which claims to offer savings based on drivers locking away their cars.
https://www.youtube.com/watch?v=bj8ncZs8Jzg
Sascha Hunt, group marketing manager at Allianz, said in a press release: “We saw an opportunity to be different in a category that’s typically focused on the negative consequences. Instead we want to inspire the freedom that comes from being insured.”
The new campaign may also signal a parting of the ways with Allianz’s creative agency Mercer Bell. The Saatchi & Saatchi-owned agency does not appear in the credits for the work.
The campaign has been led in-house by former M&C Saatchi and One Barrack Street staffer Kylie Jones, who recently joined Allianz as head of creative services, brand and media, and campaign manager Melissa Gow.
Jones: Positive message
The ad was shot by production house Finch. The soundtrack features The Hilltop Hoods track Chase That Feeling.
According to the press release from Allianz, Jones said: “The message and feeling of this campaign is very positive. It has been made to motivate Australians to get out there and live their lives.”
The campaign will run across TV, online, radio, print and outdoor.
Credits:
- Director – Jae Morrison, Finch
- Producer – Camilla Mazzaferro, Finch
- Post production – Finch
- Editor – Drew Thompson, ARC
- Sound Design – Song Zu
- Music – Hilltop Hoods
- Clients: Kylie Jones – Head of Creative Services, Brand & Media, Allianz Australia; Melissa Gow – Campaign Manager, Creative Solutions, Allianz Australia
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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