ALLIANZ NOW

The Situation

Allianz Italia was launching AllianzNOW, a mobile app designed to guide customers step by step through emergency situations. The brief was a national campaign that would drive awareness and adoption of the app.

The challenge was making an insurance product feel useful rather than abstract. Most insurance advertising talks about protection in vague, emotional terms. This campaign had to show people exactly what the product does, in situations they could recognise.

The Approach

We built the campaign around everyday moments where things go wrong and you need help fast. Not dramatic, cinematic disasters. Real, relatable problems. The concept showed how AllianzNOW sits in your pocket and walks you through what to do, turning a stressful moment into a manageable one.

The Allianz agent remained the protagonist of the spots, consistent with the brand's broader communication, but the app was the hero of the story. We used a mix of live action scenes and graphic elements to bridge the physical and digital experience, showing the app's interface naturally within the narrative rather than cutting to a screen demo.

We developed two TV spots, a 30-second and a 15-second version, designed for prime time placement on Italy's major national and satellite networks. The campaign extended to web (video and banner) and radio, each adapted for its format rather than simply cut down from the TV execution.

The soundtrack, "Have a Nice Day" by the Stereophonics, gave the campaign a tone that was optimistic without being naive. Things go wrong. But you're covered. That was the feeling.

The Impact

The campaign aired across prime time national television in March and April 2017, planned to reach an audience of approximately 50 million Italians. The media plan targeted an average frequency of 18 exposures per viewer across the campaign period.

Web and banner activity ran concurrently, targeting existing Allianz customers and prospects. A radio campaign followed in the final two weeks of March.

For Allianz Italia, the campaign marked a shift in how the brand communicated: from selling peace of mind in the abstract to demonstrating a specific, tangible product that helps people in real moments.