Background.
In April 2018, we were approached and invited to pitch on a project for Allianz. We had less than a month and had to fit this around working full time, holidays and completing another project.
In May, Jason and Dave pitched against some of Sydney’s leading agencies. Two days later we were told we won. That morning we officially created WolfKing and set about building the agency.
Strategy.
We had a very simple thought, yet one based on an absolute truth. We all have a thing. That thing that we love doing more than anything else, whether it’s dancing, fishing, surfing or having family time. That’s your thing. Allianz’s thing is offering insurance products that give you the peace of mind so you can get on with doing your thing without a worry.
Creative.
It was from this strategy that our very simple creative platform was born.
Your thing. Our thing.
Your thing = what inspires you.
Our thing = peace of mind.
The idea was to bring to life the passions that people have, celebrate these passions and get people to think about what ‘their thing’ is. All the while we would keep Allianz, not as their friend, but in the background providing reassurance to let people get on with their thing.
Giving the ‘Ahh’ a positive meaning.
Alliance previously used the ‘Ahh’ device in the negative as in ‘Ahh no, something bad has happened’. That led into ‘Ahhlianz’ in the VO. It was then dropped totally. We believed a positive articulation of the ‘Ahh’ would work better for the brand. We repositioned the ‘Ahh’ as the sigh you let out when you know you’re protected and safe.
Generating sales.
Upon starting to work with Allianz, we immediately realised sales needed to be generated urgently. We decided to flip the pyramid and developed a retail first approach with the intention of following this immediately with a more emotional brand campaign. The retail work we created was unashamedly retail, using a combination of 30s and 15s DRTV approach with value stacks and prominent discounts driving to a call to action. These retail spots were extremely successful, generating a long sequence of record-breaking sales days.
Brand creative.
WolfKing developed the platform of the ‘Neighbourhood’, a slice of everyday, middle Australia, where everyone has ‘a thing’. The un-empty nesters, a couple in their 50s whose three adult kids are still at home. The working couple, him being a tradie, her running a café. The renovators, adding value to their home. The shared house, where they’re all into something different. And the juggling mum, balancing a high-powered job with a young toddler.
It was our goal to move seamlessly between the neighbours creating real, believable narratives that would resonate with our audience and showcase that Allianz truly understands Australians and what they need covered.
NOTE: We did not execute our creative thinking.