The Ad Blog - Ad of the Month: Allianz TVC
By Michael Joyce - Executive Director Ipsos ASI, the Advertising Research Specialists.
My favorite TVC from June: Allianz – “what is the 1 thing that matters to you?”
Why I like it
It’s got great visual creative that captures not only the atmosphere of many Asian countries, its supported by strong emotional messaging – that goes beyond the products Allianz sells, to engage the viewer at an emotive level. It gets the viewer thinking about themselves, their own unique situation: “what is important to me?” – While it gives some generic examples (emphasized with written words on screen) it leaves space for the viewer’s imagination.
Why it works
The strong branding is also evident, with Allianz logo prominent throughout the ad, so you know exactly who they are and it’s easy to make the connection between Allianz and those things that are considered important in the eyes of the viewer…
The kicker for me is the clear call to action. At the end, the message is very clear and once again, appeals to the viewer’s interest. Rather than “go to this website to find out about our products” or “like us on Facebook” which is no more interesting than “take a look at our brochure” – this call to action plays on the viewer’s ability to contribute content… we all love to contribute and tell others about ourselves – any doubts about this, please tweet or check on Facebook!
Speaking of Twitter, when you actually visit the website, you can see multiple ways to share your “thing that matters” via twitter, or by using their easy to complete web form (plus it acts as a data capture for lead generation – with opt out option)!
What do you think?
I welcome and encourage your thoughts about this ad… is it really as good as I think? Would you visit the website and make a contribution?
