Being a mother or father, buying a home or undertaking a business are acts that, in the context of continuous uncertainty, suppose Authentic acts of courage. And to all of them pay tribute to the insurance company Allianz In his new brand campaign, with which he encourages citizens to address everyday challenges and to fully enjoy life.

Issued by the Agency VML The Cocktailthe campaign presents the Claim “and to live”, Through which the company wants to express its commitment to customers, transmit the security offered by its product range and reaffirm its fulfillment. Specifically, the campaign highlights the payment within 48 hours after the confirmation of the incident.

The campaign, as María Luisa de la Peña, Chief Marketing Officer of Allianz points out, in statements to Reason.WHYseeks to work differentiation and relevance On the one hand, and Visibility on the other. In this sense, the company intends to make clear what its value proposal is and why choose Allianz against other insurers.

“We have worked two territories: the rational, which is fulfillment; And the emotional, which is courage and trust. ”, He explains. “It was important to have both ingredients because in the end consumers make decisions with the heart and justify them with reason. We had to connect with people, but at the same time give weight arguments. And that allows us to work the two attributes that characterize us as a brand: to be a human company and that delivery”

“Courage”Materializes the new allianz platform, with which the company bets on a tone of communication that He moves away from uncertainty and fear messages in which the sector has traditionally supported. On the other hand, the insurer claims security, optimism and a realistic vision close to the daily life of consumers.

“Allianz is a brand with a very positive vision of life and we wanted to build from there. This vision also serves to differentiate ourselves from other brands in the sector, which is one of our goals”, Says Gloria Hernández, creative director in VML The Cocktail, in statements to Reason.WHY. “We convert the day -to -day courage on the axis of the campaign, something that fits very naturally with Allianz, because it is a solid and complying company. These features are precisely those that facilitate that courage and live more fully”

In addition to the announcement, the campaign also expresses the New brand tone, As they point out in the statement, with a renewed visual architecture, direct headlines and a more detailed and close photographic style, which aspires to strengthen the bond with consumers.

“All the elements of the campaign build around this real Valentia, from the art direction, the staging or casting. We have handled real insights, some more tangible, others higher, but all are things that happen on a day -to -day basis”, Hernández tells us. “Everything seeks to position the brand with intention, update it, make it more modern in a sector that has been quite conservative”

The announcement is the basis for Brand Construction Strategy from Allianz for 2025. “We have two goals to settle the brand in the market “says María Luisa de la Peña. “On the one hand, work the consistency in the territory of courage and compliance, we have to seal our presence there, and on the other, not cease to surprise and innovate, because then we will cease to be relevant”

The campaign will have activations in different media, both national and local, and will have a presence throughout the territory, following media planning devised by Mindshare.

Technical file

• Campaign: courage
• Advertiser: Allianz, Insurance and Investments
  • Chief Marketing Offer: María Luisa de la Peña
  • Marketing Director: Anna Lladó Garathacós
  • Head of Brand & Content: Verónica Martínez
• Agency: VML The Cocktail
  • Creative General Director: David Caballero
  • Creative Director: Gloria Hernández
  • Art Director: Alba Lavoraato, Mariana Miranda, Paula Haguiara
  • Editors: Iñigo Pereda, Mercedes Travi
  • Strategic Planning Director: Martín Pietragalla
  • Customer Services Director: Lluïsa Aguado
  • Account Director: Gisela Marco
  • Account Executive: Alba Gómez
• Production and postproduction: Hogarth
  • Executive Producer: Susanna Bergés
  • Produce: Lidia Vilar
  • Postproduction Coordinator: Axel Waré
• Producer: Canada
  • Director: Santiago Ruffa
  • Photography Director: Pepe Gay
  • Photography: Adriana Roslin
  • Executive producer: Víctor Mata
  • Produce: Christy Alcaraz
  • Editor: Jose Ostos
• Music: Trafalgar
• Sound design: sound idea
• Media Agency: Mindshare