Allianz Direct
Insurance, minus the boring
With guts, humour and bold formats, Allianz Direct makes insurance relevant again for Gen Z and millennials.
Allianz Direct
Read on ↓
Insurance, minus the boring
With guts, humour and bold formats, Allianz Direct makes insurance relevant again for Gen Z and millennials.
The challenge
How do you stand out with a "boring" product in a world full of fun and trends? As an insurer you also run into negative sentiment faster, from a critical audience that sees insurers as dull and distant. The goal: raise awareness, brand relevance and purchase intent among Gen Z and millennials, from "not my problem" to "maybe I should sort that out".
The insight
Content only lands when it feels so relevant that it fits seamlessly into young people’s feeds. And to take negative sentiment away you have to be human, likeable and speak the audience’s language: direct, honest and without standard scripts.
Our approach
Who would have thought that Roel, eighteen years into his job in the finance department, would become the unexpected star of social? No expensive productions or hired actors, but genuine employer generated content with someone who knows Allianz Direct inside out. Whether he is raving in a festival tent or playing with Barbie dolls at length, Roel explains in his deadpan style why insurance matters to young people too, in a way that is never boring. Roel Explains is part of the always-on content on TikTok and Instagram, alongside trend-driven posts (like the icy-roads warning that rode the trend going viral that very week, with its own copy per platform) and community management that builds trust and recognition. We are always there, sometimes visible, sometimes quietly listening, and we reply the way the audience talks. That is how the community grows into a place where young people notice that talking to an insurer can actually be fun. Better still: more and more often they start the conversation themselves.
Results
- 17% → 40%Positive sentiment Instagram
- 7% → 25%Positive sentiment TikTok
- 1.7MReach Roel Explains
- 7,000+Shares Roel Explains
Conversations get longer and more valuable, and more and more people seek out the dialogue themselves. So human you almost forget you are talking to an insurer.
