Allianz releases third installment of ‘One Word’ advertising campaign via MercerBell, Sydney

Allianz has released the third installment of the highly successful ‘One Word’ campaign created by MercerBell, Sydney..

This time, the 30-second commercial depicts three different insurance situations – a man travelling overseas who has his luggage stolen, two blokes attempting to back up a trailer who are distracted by a bee, and the now familiar real estate agent caught in a hail storm, a character who has aired for the last 8 weeks. The 30-second TVC will be supported by a 15 second spot of the hapless tourist and another 15 second spot of the distracted trailer blokes.

WATCH THE SPOT

This is the first time Allianz has advertised its travel insurance offering on TV.

Says Julie Dormand, managing director of MercerBell: “We already have such rich creative territory for this campaign, and travel insurance just opened up the scope even further. We’re having a lot of fun.”

The campaign is also having serious success. While Dormand was unable to disclose the actual figures, she said that since the launch of the campaign in January 2012, Allianz brand awareness has increased “significantly” and sales were “well above plan.”  

Says Dormand: “We wanted to tap into the human side of insurance, to own that moment when things go wrong and link it directly to Allianz. The latest ads are an opportunity to keep the creative idea fresh and build on the humorous moments that are helping to embed Allianz into the vernacular.”

Dominic Brandon – Group Manager Marketing and Brand,  Allianz

Seth Lockwood – Edit House