CIVIL SERVANTS NEED TO BE INSURED, TOO. ALLIANZ GOT THEM COVERED.

Police(wo)men, teachers, administrative staff – they have one thing in common: As civil servants they're financially well protected by the German state – but this protection often isn't enough. Therefore, Allianz offers extensive insurance coverage on an exclusive civil servant rate.

BUT THE NICHE AUDIENCE SEES NEITHER THE NECESSITY OF AN INSURANCE NOR ALLIANZ AS THEIR PARTNER OF CHOICE.

These insurance policies can only be taken out by under 40s, leaving us with a target audience of just about 600,000 civil servants. Identifying and addressing such a niche potential is quite a challenge. Convincing them is even harder… Because of their fixed salary and state pension, an old German saying goes: "Once a civil servant, carefree forever." Hence, many civil servants do not perceive any relevance in additional insurance products. And if they do, Allianz is not their choice.

WE DON'T PUSH THEM TO TAKE OUT AN INSURANCE. WE LET THEM DISCOVER THEIR NEEDS – IN AN UNOBTRUSIVE WAY.

We create subconscious desire for the oh so boring insurance products and make clear that caring for the future – even as civil servant – is in fact important. Once this seed is planted, we communicate the specific products to our audience. How?

WE GRAB THEM BY THEIR PRIDE AND MAKE CLEAR HOW IMPORTANT THEY ARE AS CIVIL SERVANTS.

Despite being mocked as sluggish, it is in fact the opposite: they are THE pillar of our society. Hence, to activate the beforementioned planted seed we – again – go the other way round: We address civil servants with how important they are for society and why adequate insurance is therefore indispensable. Taking out an insurance from the Allianz portfolio is just a short step away… and here’s how it worked:

WE IDENTIFY CIVIL SERVANTS AND PLANT THE IDEA THAT THEY NEED INSURANCE

“Opinion-barometers” ads with suggestive questions like “Do you feel sufficiently insured as a civil servant?” let only civil servants interact: They could click on the barometer between 0 and 100% - but regardless of their response, the ads made clear that the state-coverage is insufficient. Hence, civil servants not only revealed themselves but also learned insurances are more meaningful as they think.

ONCE THEY ENGAGED, WE RE-TARGETED THEM ON TWO LEVELS: RATIONAL AND EMOTIONAL.

Video and display-ads addressed their pride: The slogan "Without you" reached them emotionally, emphasizing their relevance in society – with different versions for each profession (e.g. “Without You, a classroom's just a room” for teachers). The message: Coverage by Allianz helps them AND the entire society.

Additionally, advertorials addressed the rational aspect of insurances – and offered the solution: Allianz’ insurances for civil servants.

OUR “TROJAN-OPINION-HORSE” LETS CIVIL SERVANTS INTERACT WITH THE TOPIC OF INSUFFICIENT SECURITY.

200.000+ engagements via the opinion-barometers show that we were able to get the subconscious interest of almost every third civil servant in our target audience.

OUR EMOTIONAL AND RATIONAL MESSAGING CLEARLY ADDRESSED THE RIGHT AUDIENCE.

The emotional approach led to three times higher click-through rates than the benchmark.

The rational approach achieved a dwell time almost twice as high as average native-advertorial placements and generated about twice as much website traffic as comparable insurance campaigns.

THE CAMPAIGN EXCEEDED THE ALREADY AMBITIOUS TARGET OF +20% FOR EACH INSURANCE PRODUCT.

+30% sales for the private health insurance.

+36% sales for the personal liability protection.

The newly launched occupational and service disability insurance immediately surpassed the others in annual sales and became the best-selling civil servant product.

IN THE END, WE CREATED ONE OF THE MOST SUCCESSFUL ALLIANZ CAMPAIGNS IN YEARS.