For many young people, getting into investing can seem confusing, boring, and intimidating. They want to do it, but all the financial jargon and formulas scare them away.

So it made sense for Allianz to apply its brand platform, which helped reframe insurance from protection against the worst to something exciting that opens up possibilities, to the category of personal finance.By providing tangible educational tools with the help of a familiar and charismatic spokesperson, we made the category all the more accessible to a new generation of young investors.

“Start Making Cents” was born from a need to make sense of complex financial topics. But that need then inspired the execution, as well.

Instead of bombarding our audience with boring financial lessons, we intrigued them, and let them connect the dots on their own to better understand the idea and Start Making Cents of it all. In the end, that idea looks like Christoph Waltz performing seemingly random, everyday actions, which also happen to be visual metaphors for financial literacy.

Our goal was to connect with an audience that is historically underserved and underprepared when it came to financial literacy. In research, we found that millennials, specifically those aged 25-34, are receiving patchy financial literacy education at best, despite 74% of them feeling the most stressed about their financial future. Focusing on a younger audience also gave Allianz the chance to show up in a fresh way, and help shift the perception from glossy legacy brand to approachable and down-to-earth. Our approach became clear: demystify complex financial topics in an entertaining way. Our light-hearted, educational videos aim to inject humour and levity into a serious topic, so we delivered them through platforms where our audience participates in culture and education, like Instagram, LinkedIn and Facebook. The mix of our witty creative set against culturally informative social channels drove views and engagement rate, resulting in positive campaign response and increased awareness.

Our goal was to connect with an audience that is historically underserved and underprepared when it came to financial literacy. In research, we found that millennials, specifically those aged 25-34, are receiving patchy financial literacy education at best, despite 74% of them feeling the most stressed about their financial future. Focusing on a younger audience also gave Allianz the chance to show up in a fresh way, and help shift the perception from glossy legacy brand to approachable and down-to-earth. Our approach became clear: demystify complex financial topics in an entertaining way. Our light-hearted, educational videos aim to inject humour and levity into a serious topic, so we delivered them through platforms where our audience participates in culture and education, like Instagram, LinkedIn and Facebook. The mix of our witty creative set against culturally informative social channels drove views and engagement rate, resulting in positive campaign response and increased awareness.

Impressions: 133,5 millionImpressions: 133,5 million

Reach: 52,926,745 (global channels + markets)

Views: 48 million

Engagement (core): 246,093 (likes, comments, shares) (global channels + markets)

Link clicks: 160,000

· Purchase consideration in Austria increased from 24% end of 2022 to 27% beginning of 2023, plus increases in Brand Recall on online channels in Austria, Germany and Italy

Campaign aimed to broaden brand perception beyond insurance by reaching a large audience with finance/investment content through our social channels and landing page to increase engagement. The main activation on our global channels that ran in 9 countries far exceeded our campaign goals.

Results compared to internal benchmarks and performance compared to platform benchmarks:

- Our average CPV (Cost per 15-second view) was 0,02€ (vs benchmark 0,04€)

- CPM was 1,81€ (vs benchmark 2,79€),

- Start Making Cents view through rate (thruplays vs impressions) was >100% higher than other campaigns around that time period