Allianz has unveiled a new global brand platform, ‘Prepared for Life’, in a bid to dispel morbid stereotypes surrounding insurance.
The insurance and asset management company wishes to re-frame the notion of insurance as preparing for the best outcomes, as opposed to worst case scenarios.
The news comes as many marketers and brands work hard to build trust with consumers at a time when brand loyalty is at an all-time low. Just last week research revealed that 99% of Generation Z consumers frequently skip ads.
Created by creative agency Wieden+Kennedy Amsterdam, the ‘Prepared for Life’ campaign features an 80-second film titled ‘The Fountain of Life’ in which an Allianz employee talks viewers through the values of insurance as various people take part in different water-based activities.
“Once you’re prepared with insurance, you’re ready to jump into everything life has to offer,” the voice-over says.
https://www.youtube.com/watch?v=LL8KdsHZJdI
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A further three 60-second films will be released by the firm later this month, with voice-overs from a tattooist, marine biologist and a professional swimmer all sharing their experiences with swimming in the open-water.
“After 130 years of helping people prepare, we’ve learned a thing or two. Among them, that you get a lot more out of insurance than solely protection against the unknown. It’s like learning how to swim strictly to survive, when water offers us so much potential adventure. Namely, the ability to jump in and make the most of life. This is the point of view that inspires our experts to help people all over the world prepare with insurance,” Allianz said.
The full marketing campaign will roll out across digital OOH, print, online and TV.
“We believe a strong foundation allows our customers to experience life at its best,” Allianz head of global brand and marketing Christian Deuringer added.
“Through this new platform we bring to life our brand promise to give people confidence in tomorrow, which reflects in the work we do not only as a brand, but as a global organisation that brings insurance and asset management to millions of people.”
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