In the wake of transformation and technological innovation, we had a history of supporting and encouraging global disruptors, enabling innovators, and assuring its customers on their journey through life. The purpose of the EWU campaign is to embrace the pioneer, the inventor, the change maker. The campaign allows consumers to voice their ideas and inventions on a global platform. With monthly themes such as “how will the future look in 2100”, the consumers will be able to submit their work or sign up as a creator and join a select community of explorers. In order to provide continuous momentum, EWU had two main objectives in 2018; 1) Achieve a 100 million views 2) Recruit 1000 creators to be part of the community.These objectives will allow the development of engagement between the users and the brand itself and provide a strong foothold for the next years to come.

We sought to develop a creative strategy where could we effectively navigate the Age of Disruption while also satisfying a customer-base looking for more frequent and meaningful connections with our brand?

In 2018, the Global Explorer Program launched with the mission #ExploreWithUs. As part of its mission, the program promotes and investigates new ways of moving, living and working by: “calling on curious and courageous minds around the globe to imagine, connect and share how disruptive, innovative and developing technologies can help us create a more sustainable future for our planet.” Individuals are able to partake and engage in this program by submitting their videos or signing up as creators. If their video wins, we promote it for a week and for every 100,000 views it gets, they receive a 1000 euros. We than keep in contact with them to announce future challenges so they can participate again.

To create and grow the community, reach is important. Every country has its own unique problems and their own solutions to solve it thus making it important to have a global but balanced reach for the recruitment of creators. Those then wishing to become a creator can sign up on the company website through ads placed on social media channels. The channels used were Facebook, Instagram & Snapchat due to their high monthly users, increasing the chances that repeated viewers see the new monthly challenges. In return, they get newsletters on updates from the community and what UGC challenges are coming up so they can participate again.

The second part is creating views. Again, reach is important thus, to make sure these views were from around the world we allocated a percentage of views from the 100 million to each continent. This provided a diverse audience and strong brand presence.

Facebook & Instagram was the most effective way to reach them globally due to its high monthly users. Ads were created and targeted to those that liked innovation & sustainability, new technologies between the ages of 18 to 40. Those that saw the ad could either submit a video or sign up as a creator. If their video won, we will contact the winner and ask if we can promote it for a week with the hashtag #Explorewithus. For every 100,000 views it gets in this week, the winner would receive a 1000 euros. After that week, based on the video performance and quality, we would re-promote to extend the time for people to view this UGC video.

This execution will go on throughout the year but will be adapted to any new insights we receive and improve upon the execution.

The Global Explorer Program helped position Allianz as a key player and innovative partner in the area of future mobility systems for business, consumer and government players.

· Attained over 101 million video views

· 3,630 content creators recruited in 2018

· An average engagement rate* of 14%

*(total number of reactions + comments + shares + 3 second views / total impressions)

· A dispersed audience with a split of America 19%, Europe 37%, Africa 16% & Asia / Oceania 28%

· The program transformed us from former brand identity of expert assessor of risk to co-creator and supporter of forward-thinking ideas and sustainable innovation

· Using a Facebook Brand lift in France and Germany, the campaign received results that were commendable according to Facebook and they wish to use it as a case study:

o Brand recall = +10pts

o Attribute rating = +3pts

o Recommendation = +4pts