Allianz and Howatson+Company create a swim club for adults who can’t swim
Water is a way of life in Australia, yet research from Allianz Australia has revealed that 60% of adults can’t swim or want to be more confident in the water. These statistics build on previous findings from Royal Life Saving Australia that 1 in 4 Aussie adults either can’t swim or are weak swimmers.
To help, Allianz has partnered with Howatson+Company, AUSTSWIM and Masters Swimming Australia to create Allianz Swim Club, a free learn-to-swim program designed for adults who have faced years of fear, embarrassment or even trauma over the water.
Says Gemma Cadwallader, head of Allianz brand and consumer marketing: “Our new ‘Ready’ brand platform is about giving Australians the confidence to enjoy the best of what life has to offer. Allianz Swim Club delivers on that promise by offering free lessons in a fun and non-judgmental environment to help these Australians become more confident in the water and feel ready to enjoy the Australian summer.
“As a brand synonymous with sport, from our stadiums to our Olympic and Paralympic sponsorships, this exciting new program is a chance to support the broader Australian community, not just elite athletes.”
“As a brand synonymous with sport, from our stadiums to our Olympic and Paralympic sponsorships, this exciting new program is a chance to support the broader Australian community, not just elite athletes.”
Says Bradley Low, CEO of AUSTSWIM: “Unlike ordinary swim classes, each lesson is designed to give participants both physical and emotional skills, a supportive community to learn with, and pride about learning late in life. With over 800 lessons generously donated by Allianz Australia, we believe this is going to make a genuine impact to thousands of Australians’ lives. Especially as summer approaches.”
Recruitment for the club opened on July 25th, with an integrated campaign across TV, social and OOH – including films shot by director Grant Sputore (Scoundrel), and PR support from Olympic champions Cate Campbell and Owen Wright. This led to over 8000 sign-ups in just two weeks, with over 181 pieces of national coverage.
Says Gavin Chimes, executive creative director at Howatson+Company: “While a lot of us have core memories of splashing about in pools or at the beach – many others have memories of watching on from the sidelines. To be able to help people overcome their fears or embarrassment has been a humbling experience. And to do it at scale, with incredible partners, makes it even more rewarding.”
Allianz Swim Club’s first 8-week program has begun with lessons underway in 15 pools across 5 states.
Agency: Howatson+Company
Chief Executive Officer: Chris Howatson
Group Managing Director: Renee Hyde
Executive Creative Director: Gavin Chimes
Creative Directors: Elaine Li, Jared Wicker, Scott Zuliani
Head of Production: Holly Alexander
Senior Producer: Natalie Greaves
Client Partner: Phillippa Netolicky
Group Business Director: Liz Stephens
Business Director: Georgia Price
Business Manager: Angelica Elvy
Planning Director: Sam Butcher
Head of Craft: Ellena Mills
Designer: Sam Reiher
Art Director: Elly Pipiciello
Copywriter: Katy Hulton
Senior Experience Designer: Chloe Schumacher
Finished Artists: Simon Merrifield, Patrick Rivera
Head of PR: Ben Handberg
Senior Account Director – PR: Melinda Durston
Account Executive – PR: Bella Hayes
SWIM TVCS
Director: Grant Sputore
Executive Producer: Adrian Shapiro and Kate Gooden
Producer: Giordi Caputo
1st AD: Andrew McInally
DOP: Stefan Duscio
Production Designer: Andrei Meintjes
Stylist: Bea Berry
Casting: Toni Higginbotham
Post Production: Heckler
Executive Producer: Will Alexander
Senior Creative Producer: Coralie Tapper
Lead Editor: Andrew Holmes
Colourist: Fergus Rotherham
Online Artist: Julian Ford
Edit Assistant: Daniel Page
Music & Sound: Heckler Sound
Executive Producer: Bonnie Law
Original Music: Heckler Sound
Music Editor: Johnny Green
Sound Designer: Dave Robertson
SWIM CONTENT
Content by Scoundrel Films.
SWIM STILLS
Stills Photographer: Scott Heldorf
Digi op: Paul Castle
16 Comments
What has this to do with insurance?
How does the brand platform of ‘ready’ get me swimming?
Why is Ahhhhh still on the end frame?
What is going on here?
Not gonna lie, this headline reads like a Betoota post
Great to see Howatson and Heckler teaming up again. Big Holmsie fan!
…and who want to learn to do other stuff good too
While not fully linked to insurance, this is amazing. Actual action behind a campaign. Not just virtue signalling, actual lessons for actual people. Love it.
What does this have to do with Allianz product offering?
Plastering your name on the side of a footy stadium is one thing. I fail to see what this has to do with insurance?
This is so out of touch it’s worrying
‘not just virtue signalling’
This is exactly what it is. You realise there were already a LOT of swim classes for adults who can’t swim. And along comes Howatson & Co to act as if they’ve just discovered and solved the problem when in fact they have done neither. And also have created absolutely FA connection between the brand they are meant to be advertising and this ‘solution’
Not worth wasting time turning this into a case study
Wow I think this is a great initiative regardless of the brand. Are brands not allowed to do things outside their product offerings?
No. Not when they don’t do anything decent with their product offerings.
It’s called critical thinking
You call this the Can’t Swim Club
This campaign is more like ughhhllianz
Certainly a little confused as to the why here, but I will admit the spots made me want to go swimming.