Howatson + White launch first brand campaign for Allianz Australia
Allianz Australia has launched its new integrated brand campaign, ‘Behind you for what’s ahead’, the first work from high-profile creative startup Howatson+White, following the agency’s official launch in early March.
The work is the first creative execution of the new global brand refresh first flagged in October 2020 to promote the insurer’s purpose – ‘we secure your future’, and a new visual identity.
The new campaign from Allianz and Howatson+White
“We have been collaborating with our colleagues in Munich on this, and we have done extensive customer research and in-depth analysis on the business that has led to the development of the strategy,” said Allianz Australia general manager marketing, Sophie Finn, in an interview with Mumbrella ahead of the campaign launch. “We have co-collaborated at a global level on the development of the brand platform, and it has been a combination of local work and global agency support.”
Australia is a key market for the insurer, and a primary goal for the campaign is to grow direct customer business in Australia, which has traditionally been a broker-led market. The creative work focuses on life’s every day, real and raw moments; and highlights the choices Australians make to determine their future, in seemingly small but significant ways.
“It’s exciting and a huge opportunity,” Finn told Mumbrella. “We know that we have a really fantastic strategy that resonates with customers and meets customer needs. I’m actually really excited we can demonstrate Australians punch above our weight, in terms of marketing and advertising capability.”
Allianz Australia, chief general manager consumer, Michael Winter, said ‘Behind you for what’s ahead’ gives customers a reason to choose Allianz.
“We know that especially in times of uncertainty, people seek stability and trust, and insurance plays a key role in providing that confidence. We aim to secure our customers’ futures, so they can have confidence in tomorrow,” he said.
Finn added: “It is how we deliver on our promise and purpose. Our purpose is that we secure your future, and how we deliver that is by being behind you for what is ahead.
“Australian’s need to know that someone has got their backs, and ‘Behind you for what’s ahead’, is ultimately an expression of that.”
Howatson+White, CEO and co-founder, Chris Howatson told Mumbrella the work is specially designed to draw an emotional reaction from audiences, and steers away from the tradition of tragedy in insurance marketing.
“Major insurers are either heady emotion around disaster, or a slapstick approach to disaster to make you feel a little bit better about it,” Howatson said. “What we see in the ‘Behind you for what’s ahead’ campaigns, is that it has given Allianz permission to enable everyday lives. When you know that you are covered you can make decisions about lives that ultimately matter to you.”
Howatson+White, chief creative officer and co-founder, Ant White, added: “After what we have been through across the world, we don’t need to fearmonger, we just need to remind audiences that they have it in them… and Allianz is a safety net behind them to support them.”
‘Behind you for what’s ahead’ launched yesterday and will run across an integrated mix of broadcast TVC, cinema and YouTube, digital, radio and print.
Credits:
Client: Allianz Australia
Brand & Advertising team:
Sophie Finn
Gemma Cadwallader
Rebekah Riding
Paris Beckefeld
Agency: Howatson+White
Media Agency: Spark Foundry
Production Company: Revolver/Will O’Rourke
Director: Dani Pearce
Managing Director/Executive Producer: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Sarah Nichols
Director of Photography: Ari Wegner
Post Production: Arc Edit
Executive Producer: Dan Fry
Editor: Pete Sciberras
Post Production: Heckler
Executive Producer: Bonnie Law
Colourist: Olivier Fontenay
Flame Artist: Brad Smith
IO & Grade Assist: Maud Chaupis
Music and Sound Post Production: Sonar
Composers: Jackson Milas and Antony Partos
Executive Producer: Sophie Haydon
Sound Designer: Timothy Bridge
Media agency: Spark Foundry
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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