Challenge: DRIVE AWARENESS OF ALLIANZ AUSTRALIA’S ASSOCIATION WITH AUSSIE PARALYMPIANS
As both a longstanding partner of the Australian Paralympic Committee and a sponsor of the Gold Coast 2018 Commonwealth Games, Allianz Australia is both a patron of Aussie sport and a champion of diversity. We were asked to devise a campaign that would leverage this position and ultimately increase brand consideration in the Australian market.
Solution: USE SPORTING INFLUENCERS AND GREAT STORYTELLING TO BUILD AN EMOTIONAL CONNECTION
Australia is a proud sporting nation and our sportspeople are some of our greatest heroes. We knew that if we could tap into our nation’s love of sport, we had the potential to make powerful emotional connections with consumers. This led us to develop #InspirationShared, an integrated, content-led campaign across earned, owned and paid media.
The cornerstone of the campaign was an impactful storytelling piece featuring our two Allianz Ambassadors, Para-athletes Madison de Rozario and Nic Beveridge on their intense and challenging road to the Games. #InspirationShared also included a content series for Allianz’ social channels amplifying its support for the Games and powerful stories secured with media and our Allianz Ambassadors.
Impact: OUR INSPIRATIONAL MESSAGE REACHED MILLIONS OF SPORTS-LOVING AUSSIES
Our storytelling efforts resulted in:
- a social reach of 5.1 million including 370,000 organic engagements
- 289,000 video views with a reach of 1.08 million and a 26% video engagement rate
- 2818 Allianz Facebook page views
- 40 pieces of media coverage with a reach of over 5.6 million