Allianz Presents #SchoolRunStories
Allianz
Issue 34 | March 2015
Agency
Gravity Thinking
Creative Team
Creative Director: Martyn Gooding Project Manager: Jessie Frahm Planner: Johnnie Campbell Managing Partner: Andrew Roberts
Production Team
Producer: Amyra Bunyard Director: Dan Susman Production Manager: Rebecca H-Jones Dop: Sam Mitchell Sound Recordist: Mark Owen
Date
September 2014 – November 2014
Background
Why would anyone engage with an insurance company, especially in social media?
Allianz are one of the world's leading insurers, but they have little brand equity in the United Kingdom. Gravity Thinking was challenged to build awareness of both their brand and insurance offering in a way that cut-through natural apathy towards Financial Services (FS).
Idea
Gravity Thinking recognised that audiences wouldn't engage with messages about insurance. Following in-depth research, they found numerous and varied conversations surrounding getting kids to school across social media, both negative and positive. Analysis led them to identify the school run as a valuable moment for a family to be in the car together: although stressful, it is an important time for conversation.
Capturing the drama as it happened – no scripts, no direction – an online reality series was born: Allianz Presents #SchoolRunStories.
Over the course of three months, nine videos were created and released through Allianz's Facebook page, supported by paid media. These videos were themed, linked to conversation topics that everyone could relate to – news items like the royal pregnancy, activities such as telling jokes, games (including "spot the car" and "thumb wars") and singing songs like "Let it Go" from Frozen - providing the perfect antidote to the otherwise stressful experience.
Results
By giving people something they were interested in and could empathise with, 10% of people reached watched the videos, providing over 250k views. 75% of people watched the videos all the way through, at a cost per view of 4p. This led to a 29% increase in prompted brand awareness, and provided genuinely entertaining content for the motoring mums and dads of Facebook.