Allianz ditches famous ‘Ahh…llianz’ tagline for new brand positioning

3 January 2017

Creative Agency: Cummins&Partners

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Allianz is shaking up its marketing approach, ditching the famous ‘Ahh…llianz’ tagline in favour for inspirational advertising.

After many years of the famous ‘Ahhh…llianz’ campaign, Allianz Australia has launched a new brand campaign that focuses on not just being insured, but being inspired.

The new direction aims to mark a big shift for the brand and the insurance category as a whole.

Allianz group marketing manager Sascha Hunt says: “We saw an opportunity to be different in a category that’s typically focused on the negative consequences. For us, it’s not about creating warnings around the bad that could occur. Instead we want to inspire the freedom that comes from being insured.”

Allianz is best known for its humorous advertising. It is now taking a more emotional approach in 2017, with the campaign set to the hit track ‘Chase That Feeling’ from Aussie hip-hop group Hilltop Hoods.

“The message and feeling of this campaign is very positive. It has been made to motivate Australians to get out there and live their lives, knowing that Allianz has got their backs," Kylie Jones, head of creative services, brand and media at Allianz Australia says.

It will be supported by YouTube pre-rolls, online banners, free-to-air and cable TV, radio, print, online and outdoor media.

While Mercerbell is the agency of record for Allianz, there was no mention of the creative agency in the credits supplied. Allianz has been contacted for comment.


Director – Jae Morrison, Finch
Producer – Camilla Mazzaferro, Finch
Post production – Finch
Editor – Drew Thompson, ARC
Sound Design – Song Zu
Music – Hilltop Hoods
Clients: Kylie Jones – Head of Creative Services, Brand & Media, Allianz Australia

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