Allianz, which has been a worldwide insurance partner of the Olympic and Paralympic Movements since 2021, has rolled out a new campaign for the upcoming Olympic and Paralympic Games Paris 2024.
In Australia, Allianz has collaborated with Paralympics Australia since 2011 and the Australian Olympic Committee since 2019.
Developed by Howatson+Company, the campaign centres around the Allianz “Ahhh” brand code. This sound, symbolising excitement, aims to connect with Australians cheering for their athletes. The campaign’s goal is to make Allianz a recognisable brand during the Paris 2024 Games.
The campaign is divided into two phases. The first phase aims to build excitement and awareness with the slogan “Go Australiaahhh” before the games commence. The second phase, during the games, will celebrate various moments of the athletes’ performances.
The campaign began with a teaser, followed by a six-week burst featuring TV, outdoor, and audio advertisements. It also includes promotions in key partner locations through outdoor and in-lift activities. The campaign will feature live events, significant media coverage managed by Eleven PR, and social media initiatives.
Allianz chief general manager consumer Shez Ford said that sport is a huge part of Australian communities.
“‘Aahhh’ is the sound we made when Cathy Freeman sprinted into history, it’s the sound that we made watching Courtney Vine score ‘that goal,’ and it’s how we will celebrate every time an Aussie achieves the remarkable in Paris,” she said. “Sport is a huge part of Australian communities and lives. And our Olympic and Paralympic partnership provides us with the opportunity to bring to life the everyday Australians we serve that will be cheering our athletes on in their living rooms, in pubs, and anywhere they can find a TV or phone.”
“This campaign captures the joy of celebrating our country’s best,” said Howatson+Company group managing director Renee Hyde. “The Olympic and Paralympic Games unite our nation – bringing communities together all over Australia.”
Earlier this year, Allianz named swimmer Mollie O’Callaghan as its new ambassador. She joins a group of ambassadors including Cate Campbell, Madison de Rozario, Nic Beveridge, Owen Wright, and the Australian Steelers.
