How Allianz used return of events as opportunity to elevate women’s sport

By Awards Analyst | The Drum Awards

June 20, 2022 | 4 min read

Allianz Group and CHS won at The Drum Awards for Marketing 2022 in the Sponsorship category for their ‘What Would You Tell Your 8-Year-Old Self?’ campaign. Here, we find out more about what went into this successful campaign...

The brief

Women’s sport is progressing in terms of audience and reach, yet there is still so much work to be done in this area. There is certainly a role for larger, more influential brands to play and help elevate the profile of women’s sport even further.

In 2021, Allianz became the new insurance partner of the Rugby Football Union (RFU), and with the postponed Olympics just around the corner, it saw an opportunity to leverage such sponsorships as a key way of raising the brand’s profile with a consumer audience in a more reactive manner.

The idea

Allianz engaged CHS to ready and inspire the nation for the much-anticipated relaunch of sporting events following the pandemic, while at the same time raising awareness of the Allianz Group to a more consumer audience.

In the run-up to the Olympics, CHS launched a new social campaign for Allianz that celebrated the country’s most iconic women in professional sports. Through the creation of emotive video, CHS told the stories of a star-studded cast of sporting heroes, which were shot and edited under the creative campaign wrapper ‘What would you tell your 8-year-old self?’

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Female athletes like Dame Sarah Storey, double Olympic rowing champion Helen Glover and England’s Six Nations-winning Red Roses team reflected on camera about some of their incredible sporting highlights and most memorable achievements, imparting their advice to younger generations.

CHS also produced a series of short teaser videos and stories. Platforms such as Facebook and Instagram were used to drive more organic traffic to Allianz’s YouTube channel.

At the time, being amid a multitude of restrictions indicated that, operationally – CHS had to get creative. Covid lockdowns combined with strict athlete training schedules resulted in all filming having to take place over Zoom.

Having just one take to gather a substantial amount of content meant the day of filming also had to be seamless. This included research, film direction and line of questioning. It was crucial in being able to generate something engaging without using the athletes in their typical professional setting.

CHS worked both remotely and seamlessly with several different and important teams over the course of the project, making full use of CHS’s full-service offering.

The results

Once CHS was able to leverage Allianz’s sponsorship assets and communicate its messages to a consumer audience, it was able to see a significant uplift in Allianz’s exposure.

The Women in Sport videos were viewed over 2.8m times in a six-week paid media campaign, 45% above the target.

In total, the campaign achieved a reach of 3.2m and 5.8m impressions and in turn raised the profile of Allianz to a consumer audience.

This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here.

And check out which of The Drum Awards are currently open for entry.

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