Allianz Group has launched its first pan-regional brand campaign in Asia-Pacific. The concept called “One thing that matters” showcases the company’s commitment to put the customer into the heart of its activities, it said in a statement. “Consumer insights have shown that there are many things and aspirations in life, but only a few really matter to people. Allianz takes care that those important things are well protected”, is how George Sartorel, regional CEO of Allianz Asia-Pacific, explains the approach of the umbrella brand campaign.

 

The global campaign reaches out to 24 Asian countries via TV channels, print, radio, as well as digital and social media platforms over the next six months. A special focus and additional common activities are devoted to the four countries namely Malaysia, Indonesia, Thailand and Taiwan. The four countries collaborated to create a consistent campaign framework with relevant local activities.

 

 “This is our first pan-regional campaign. Asia-Pacific is one of the most important growth regions for Allianz. With “One thing that matters” we give voice to our brand and intensify our commitment to the entire region”, explains Sartorel.

 

To get an idea of what the most important thing is in people’s lives, the insurer has asked the famous American photographer and artist, Foster Huntington, to travel around Asia. In several TV commercials  Huntington portrays Asian customers, Allianz agents as well as celebrities like Chinese pianist Lang Lang, Formula One star Lewis Hamilton or Bayern Munich football goalkeeper Manuel Neuer, all of them explaining what the one thing is that matters most to them.

 

The campaign will also be leveraged via digital and social media channels such as Facebook, Twitter or Instagram. With the overall connecting element “#matterstome” in the digital space, Allianz encourages internet users to share their aspiration or one thing that matters to them on local websites and on www.allianz.com/asia.

 

“Multi-access – especially the digital channel - is a key driver for Allianz, particularly in the Asia-Pacific region where the use of technical devices is highly pronounced. We aim to be the most innovative insurance company in Asia-Pacific. Having a special focus therefore on the digital area is vital”, concludes Sartorel.