Allianz: Your Cover display launch

Allianz increases brand awareness and hits target CPA through Display

Last year, the Allianz Group, one of the world's largest insurers launched a new, online-only comprehensive car insurance product in the UK which provides customers with the flexibility to build their own policy. This flexibility can ultimately allow customers to save money since they're able to exclude unwanted cover that would usually be bundled-in with a standard policy. Thus quotes can potentially be lower, and the customer can exercise true flexibly with regard to what cover they are ultimately paying for.

Shape it how you want it. It's your cover.

Approach

The client has stiff growth targets - with the backing of one of the world's largest insurers, the product needed to become successful, and quickly. Measurable targets include cost efficient sales, and establishment and growth of the brand name and the product offering.

A large scale, awareness driving display campaign was planned which included coverage on portals, via highly targeted and retargeted network activity, on related newspaper sites, against industry specific content and also, against audience related content. A full standard suite of creative was utilised as well as expandable creative and bespoke homepage takeovers including re-skins and multi-format executions. An allocation of contingency budget was planned to allow for in-campaign optimisation. Activity was scheduled to run in bursts to make the most of the latent effect of larger scale takeover placements and to elongate the effects of the campaign as a whole.

Results

The results of this launch campaign and subsequent activity speak for themselves. The online display campaign is currently delivering a CPA of under £100, with weekly sales volumes at an average of 125.

While our on-going sales based activity continues to drive consistent volumes of sales, tactical large-scale placements such as portal homepage takeovers, negotiated at a last minute rate provide significant volumes of traffic through to the site on the day of and for a few days after. The retargeting efforts across the network then see a large spike in volumes for 2-3 weeks following, as they convert those exposed users. Similar skews can also been seen in Paid and Natural Search following a larger scale display buy.