Allianz has unveiled its first major UK consumer campaign in more than ten years, as the global insurer seeks to establish itself as a household name.
The campaign, titled ‘ALL the experts you need with Allianz’, is a significant step in the brand’s repositioning towards the consumer market.
Its creative concept plays on the idea that “it takes a village” to navigate life’s challenges, presenting Allianz as the trusted partner that brings together the right experts when customers need them most.
The advert highlights everyday scenarios where Allianz steps in to help, whether that’s sending a plumber to fix a broken boiler or arranging a car expert for a cracked windscreen.
Through this storytelling approach, the campaign seeks to communicate not only practical support but also a sense of warmth and reassurance. It also aims to build trust and recognition among UK consumers, where confidence in financial services brands remains low.
The brand repositioning leans heavily on the “All” theme, with taglines such as “All the things you care about. All taken care of. All the experts you need.” This messaging is underpinned by the broader strapline: “All the experts you need. All together. Because it takes an Alliance to thrive.”
Having traditionally focused on brokers and commercial customers in the UK, Allianz is pivoting towards consumers as part of its growth strategy.
By showcasing its breadth of services and positioning itself as an everyday ally, the insurer hopes to foster stronger emotional connections and increase recognition in a crowded marketplace.