Allianz launched a September campaign championing women in sport leveraging three of the insurer’s UK sports and culture partnerships: Team GB, ParalympicsGB and England Rugby’s Red Roses.
The global insurer and asset manager’s campaign, created in harness with agency CHS, is based around the questions ‘What would you tell your eight-year-old self?’ and sees Paralympian Dame Sarah Storey, Olympian Helen Glover and stars from England’s women’s rugby union side offer their own answers.
The ‘tell your eight-year-old self’ concept enables the sports ambassadors both reflect on their own sporting journeys and athletic achievements as well as offer inspirational advice to their younger selves and thus to younger generations.
Allianz used their strategic partnerships with Team GB, ParalympicsGB and England Rugby to headline the star-studded campaign.
The creative includes recollections and advice from Dame Sarah Storey (the most successful British Paralympian ever), Helen Glover (a double Olympic rowing champion) and Emily Scarratt, Shanaugh Brown and Bryony Cleall from England’s Six Nations-winning Red Roses team.
The campaign spanned a series of teasers – in the form of Facebook and Instagram videos – which drove viewers to a hero YouTube film.
A team at agency CHS handled conception, creative development, video production, media strategy and campaign management.
“We were absolutely delighted that Allianz trusted us to bring their vision for a women in sport campaign to life,” commented CHS Account Director Philip Morris. “The project was the perfect one to showcase CHS’s full-service credentials. So many of the team were heavily involved across accounts, creative, video and media departments, and we are so unbelievably proud of the final creative. The opportunity to work with real-life heroes certainly doesn’t come round everyday, and we hope the campaign inspires the next generation to similar heights.”
Comment:
This campaign dovetails with other local market campaigns running under Allianz’s ongoing ‘Women In Sport’ brand platform.
Of course, the Activative team’s favourite Allianz sports marketing campaign in this Olympic and Paralympic year was its inventive ‘Support Dogs’ initiative.
As well as its global IOC and domestic Olympic tie-ups, a few of the other Allianz professional and amateur sports properties sitting at the heart of its global marketing include golf’s St Andrews Links, Solheim Cup, RC Deutschland and Allianz Golf Camp, football’s Allianz Arena tie-up with FC Bayern Munich, athletics alliances with IPC and DBS.
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