While the highly-emotive 'Promise' tugged at the heartstrings with its travelling dad/daughter narrative and positioned Allianz as the insurance company that cared, 'You' is more modular, in a bid to bring the Allianz range of insurance products closer to customers.
The print is a series covering life, health, motor, home and retirement insurance. This enables local Allianz Group companies to use the module specific to their market needs.
Allianz regional corporate communications manager Faith Thoms described 'You' as "an evolution" from the 'Promise' campaign: "It gives customers a clearer picture of our products and offers greater relevance to them - not everyone wants car insurance or health insurance.
"By assuming the customer's perspective, Allianz underlines its commitment to offering comprehensive insurance solutions that meet the personal needs of customers. We aim to position Allianz as a reliable and trustworthy partner ."
The work leverages on simple yet strong headlines, for example, 'A child. My everything' and 'A car. My freedom'.
Said Regina Lim, media manager of OMD Singapore, which coordinates media buying for Allianz in the region, "The side-by-side view puts the customer's perspective in focus. His car, for example, means his freedom; Allianz understands what it means to the customer."
Similarly, in the TV campaign, people from different walks of life (a father working away from home, an expectant mother) are shown objectively in their own environment. The camera then pans so that the audience sees through their eyes how they view their world.
The campaign is targeted at men and women aged 25 to 45 who are decision-makers for themselves, their family and/or company, with disposable income for insurance and financial services.
Designed by BBDO in Germany, it has been adapted for the region. Models in the print and TV campaign, for instance, have Asian looks or are Asians.
In the region, the campaign is currently running in China, Indonesia, Malaysia, Thailand and Taiwan, with Korea and India targeted next.
Singapore has been omitted, although Allianz is represented in the country.
Said Thoms, "Singapore is niche for us. Our priority is to be highly present in markets with larger customer base and market share.
"In Korea, for example, we have a large customer base for life insurance, while in Singapore, it tends to be non-life (for example, property insurance) and more corporate business."
Sources say Allianz has to battle with established players such as Great Eastern Life, Asia Life Assurance and NTUC Income, which have a stranglehold on the life insurance market in Singapore.