Allianz Ad Concept- “A guarantee beyond life.”
Copy by Mel Cook. Visual Design by Freelance Art Director.
Allianz Ad Campaign Concept
The pandemic has everyone worried about whether their loved ones will be safe and secure. With the chaos and financial instability the pandemic has brought, people are looking for concrete ways to create financial security.
Many young people put off things like purchasing life insurance and estate planning because death seems so far away. It is viewed as something older people do. Allianz can provide entire younger generations with just that.
This campaign has two different feelings. The first being compassionate, mature, and caring, focusing on thinking about their loved ones. The second uses humor as a cathartic tool to process the inevitability of death and all of life’s surprises that you can’t plan for.
Territories
Newlyweds and young married couples and or people starting families.
People who have not yet set up an estate, purchased life insurance, or annuities.
People who want to make sure their loved ones are financially taken care of.
“Give them the security they deserve.”
Strategy 1: Emotive
V1 Web Copy
“Death is never easy, but making sure your loved ones have the financial care they need is. Setting up a life insurance policy today means you can rest easy in this life and the next knowing your loved ones are provided for. With 125 years of experience, we’ve got this covered. Give them the security they deserve.”
V1 Print Ad
“Death is never easy. Get a life insurance policy so you can rest knowing your loved ones are provided for. With 125 years of experience, we’ve got this covered. Give them the security they deserve.”
Copy by Mel Cook. Visual Design by Freelance Art Director.
“Rest easy knowing your loved ones are provided for.”
Copy by Mel Cook. Visual Design by Freelance Art Director.
Strategy 2
Humor
“We can’t guarantee that your Aunt Martha won’t drink too much, that Uncle Gary won’t tell inappropriate jokes, or that your daughter won’t do an interpretive dance at your funeral. With 125 years of experience in the life insurance business, we can guarantee that your family will be provided for. Now that’s a guarantee. Give them the security they deserve.”
V1
“We can’t guarantee that cousin Tommy won’t read one of his ‘poems’ from college, that Aunt Cheryl won't force everyone to eat her tuna noodle casserole, or that your 7th-grade Mathletes photo won't be on the slideshow at your funeral. With 125 years of experience in the life insurance business, we can guarantee that your family will be provided for. Now that’s a guarantee. Give them the security they deserve.”
V2
“We can’t guarantee that your mother won’t show your naked baby photos to your boss, or that Aunt Patty won’t ‘accidentally’ invite all of Uncle Ricki’s ex-wives, or that your brother won’t start a conga line to ‘liven things up’ at your funeral. With 125 years of experience in the life insurance business, we can guarantee that your family will be provided for. Now that’s a guarantee. Give them the security they deserve.”
V3