Because of the complexity of the Allianz PrivatSchutz insurance product it was clear from the beginning that classical advertising would not be the right means to reach consumers. Instead Allianz, Germany’s leading insurance company, invites people into a dialogue. And every dialogue starts with a question. We are asking a question that involves people – despite the fact that it is an insurance company asking it.

Allianz presents the 'Priority 1 project' to find out what really matters to people. Because once you have an answer to this question you naturally feel the need to properly protect it.

Once you have an answer to the question "What matters to you" you naturally feel the need to properly protect it.

- More than 1 million people have clicked, liked and shared the website.

- Germany’s biggest newspapers wrote about the project

- Widely shared in blogs, magazines, TV, social networks.

- Over 380,000,000 media contacts.

- Unaided-advertising-awareness rose by more than 50% -> historical all-time high.

- Sales reps use campaign as introduction into sales conversation.

- Sales of the advertised insurance went up by 33%.

- Due to its local success the campaign will be rolled-out internationally in summer 2014.

- It is planned to prepare a complete presentation about what is important to people all over the world.