Leveraging the first year of its status as the title sponsor of the Women’s British Open, AIG rolled out integrated campaign recognising and championing ‘The Power of Allies’ both to women on the golf course and as an insurance partner.
The campaign, created by agency Berlin Cameron, set out to shine the spotlight on ‘advancing women worldwide and provide sustainable opportunities for future generations’.
The initiative was spearheaded by four commercials which aired globally on broadcast and across digital and social channels.
All the spots showcased the power of allies in business, sport and in life.
The first pair of tournament-specific commercials feature elite women’s professional golfers in action while a voiceover narrates inspirational messages such as: “While you’re giving your all to redefine the curve, an ally is there to remind you that you are ready for this moment.”
The follow-up pair of 30-second commercials were fronted by a diverse cast of AIG employees from around the world talking about just what it means to them to be an ally.
The spots were supported by a simultaneous set of social media content leveraging the tournament and running across the insurer’s own platforms including Twitter, LinkedIn, Facebook and Instagram and linked by the hashtag #AIGWBO and #AIGAllies.
AIG’s nearly 50,000 colleagues around the world and our team on-site proudly support the world-class golfers competing at #AIGWBO. #AIGAllies pic.twitter.com/u2r5ZIJQ6K
— AIG (@AIGinsurance) August 4, 2019
It takes a team to bring home a trophy. And as the front runners of the AIG Women’s British Open battle towards victory, their allies support them every step of the way. #AIGWBO #AIGAllies pic.twitter.com/oEfOf12E7F
— AIG (@AIGinsurance) August 4, 2019
Congratulations Hinako Shibuno for taking home the AIG Women’s British Open Championship! We’re proud to stand by you and all the other @AIGWBO women golfers as your #AIGAllies.#MastertheElements pic.twitter.com/tTKzjgE4ew
— AIG (@AIGinsurance) August 4, 2019
Comment:
This activation is another which emerged from the brand/rights-holder belief that the values of the Championship and its players reflect the sponsor’s own values – particularly its commitment to creating a diverse and inclusive culture worldwide.
Following in the footsteps of Cisco, Intel and JP Morgan Chase, this is a fine example from the insurance giant when it comes to using a global B2B campaign in order to engage B2B targets.
Links:
AIG
https://www.youtube.com/user/AIG
https://twitter.com/AIGinsurance
Berlin Cameron
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