Allianz moves away from ‘Ahh Ahhh-llianz’ positioning in new ad

Allianz Insurance is moving away from its ‘Ahhh Ahhh-llianz’ tagline as its looks to connect more emotionally with its customers.

The new ad, from MercerBell, introduces the ‘what really matters’ positioning as the brand highlights why car matters through the various roles a vehicle plays in people’s lives.

On the change of positioning, Allianz head of brand and marketing Dominic Brandon said: “People are remembering the Allianz name, but we could do more to let consumers know what we stand for.

“We needed to find a way to articulate our position. And the new campaign – ‘Because it matters’ – is key.”

But the new positioning does not signal the end of the ‘Ahh-Ahhhlianz’ ads, according to MercerBell executive creative director David Bell.

“That mnemonic is branding gold for our client,” he said.

“Not only have the ads succeeded here, but they’re now showing in Ireland, Malaysia and the Czech Republic with similar results. So we’re not about to give it up.

“But the new campaign gives us more flexibility around how we use the ‘Ahhhs’. That keeps things fresh and allows us to tell more meaningful stories that we believe will connect with our audience.”

Launched over the weekend, the TV ad, which is also running in cinema, is complemented with online, radio. It is further supported by a photo competition which invites consumers to share photos through social media of what matters to them using the hashtag #whatiliveformatters.

Allianz most recently used the ‘Ahh-Ahhhlianz’ positioning in November.


  • Client: Allianz
  • Dominic Brandon – Group Manager Marketing and Brand
  • Russell Walsh – Senior Marketing Manager
  • Margarita Ballon – Marketing Services Manager
  • Creative Agency: MercerBell
  • David Bell – Executive Creative Director, MercerBell
  • Liz Kain – Creative Group Head, MercerBell
  • Mike Nikotin – Senior Art Director, MercerBell
  • Tim Barrett – Account Director, MercerBell
  • Jennifer Curran – Account Manager, MercerBell
  • Agency Producer – Baz Milas
  • Production: The Feds
  • Director: Graeme Burfoot
  • Producer: Julianne Shelton

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