Allianz

Specialisms

Brand Strategy

Branding

Communications Planning

Integrated Campaign

Allianz stands as the number one insurance brand globally, renowned for safeguarding people and their possessions for over a century. CHS has been privileged to collaborate with Allianz since 2016, aiding in the sale of policies to both B2B and B2C audiences. Our longstanding relationship with Allianz has allowed us to deeply understand their values and vision, growing their market share in both B2B and B2C markets.

In the UK, Allianz is celebrated as a titan in corporate insurance. However, their presence in the consumer market for personal insurance was non-existent. This scenario was about to change dramatically as Allianz decided to launch personal lines insurance through a broker audience. This required rebranding the LV= Broker function, which operated under the Allianz umbrella, and relaunching it under the Allianz brand.

This rebranding was a monumental event in the UK insurance market. It aimed to combine the warmth and approachable nature of the LV= team with Allianz’s renowned size, scale, and capability. The challenge lay in striking a delicate balance: retaining the beloved LV= brand equity while introducing personal lines under the Allianz name. This transition needed to ensure brokers, who often perceive large insurers as impersonal, would embrace the new offering

The Allianz Broker Personal Lines launch was both a branding project and launch campaign designed to introduce Allianz to the UK personal insurance broker market. Our strategy hinged on aligning with Allianz’s established global brand while preserving the trust and affection brokers had for the LV= Broker brand.

To achieve this, wanted to capture the amalgamation of Strength and Heart, providing a market-leading service not previously seen by brokers. This meant crafting a brand visual identity that showcased our partnerships in a close, personal, and natural manner through photography. This concept was further highlighted by our new brand element we call
The Pulse.

With the brand in place, we could then look to go to market with a launch campaign: under the big idea of Personal Best. This perfectly encapsulated the fusion of two strong entities to create a superior service. This campaign also cleverly referenced Allianz’s sponsorships and affiliations with top-tier sports teams and athletes, reinforcing the message of excellence.

Personal Best was strategically rolled out across both owned and paid channels, generating substantial awareness and excitement for Allianz’s new offering. This approach not only maintained but also amplified the credibility and trust that both Allianz and LV= had cultivated over the years.