Passes around the world
With the Rugby World Cup on the cards and with no sponsorship deal in place, Gravity Thinking saw an exciting opportunity for Allianz. This was the perfect chance to raise awareness of Allianz in the build up to the Rugby World Cup (RWC), leveraging their partnership with London rugby club The Saracens. As a proactive brief we approached Allianz with our idea.
“We needed a campaign that digitally crossed boarders.”
As a global leader in insurance, Allianz insures millions of cars across the world. In order to showcase Allianz’s international efforts as well as their partnership with The Saracens, we needed a campaign that digitally and metaphorically crossed boarders.
Our creative solution maximized Allianz’s global network in order to raise awareness in the build up to the RWC. We developed a user generated content led campaign that inspired creativity, creating shareable content that was engaging and real and leveraged key Allianz partnerships to encourage participation.
Pass Around The World (PATW) was a UGC based campaign that asked participants to film and upload their rugby pass. The videos were then stitched and played through an automated player within the campaign hub page on a continuous loop along with with celebrity passes. It was the opportunity for Jo from Penbrook to have her pass caught by Lewis Hamilton in London, who passed the ball on to Debbi in Croatia.
‘Allianz Pass Around The World; join the worlds longest pass’.
Working closely with The Saracens team members we filmed a series of short films showcasing individual team players passes as well as personal messages of encouragement, which we used for promo films and an internal launch. Through Allianz’s global network, we were able to secure high profile sports personalities involvement including; Lewis Hamilton, Paul McGinley and players from FC Bayern Munich, which further emphasized the global reach of Allianz.
Throughout the campaign we updated promo videos with our favourite UGC videos to demonstrate the breadth of submissions and inspire creativity and further uploads.
Our activation plan for PATW ran across multiple channels including; Allianz social channels, a strong blogger outreach program, the following and reach of our sport personalities social profiles, presence at high profile Saracens games at Twickenham Stadium and coverage on the key rugby websites specifically in the lead up to the RWC.