It is our strong point of view that branded entertainment via a digital-centric campaign rooted in social media is vital for creating interest and engagement. The digital environment is a much freer place to seed and spread content and it is definitely a more attractive way to connect with consumers in an engaging way. This, added with the fact that it was our goal to transform a tedious experience into something fun at its heart, with the goal of bringing the user to act as a driver to generate new situations.

When you are an Insurance Brand how would you make the communication around your services entertaining? How would you catch people interest? How would you benefit from the new opportunities that Branded Entertainment, social marketing, digital marketing could offer? Allianz, lead European insurer send us the challenge to revamp the way they were communicating on their services. Having a clear goal in mind: make people talk, share, read and be interested about their product. We came up with an initiative based on an unexpected discovery. When the Google car went around to build up Google Street View it captured unexpected but funny situations. We shared these situation to Allianz community on Facebook and targeted influencers. We dared them to find other situations on Street View. The social conversation started to boom. From the content and new situations people found we created "Allianz Real Life, powered by Street View": an online and print catalogue that match every wacky situation to real services from Allianz.

Our strategy was to diffuse the content in a new way, that went beyond traditional paid media channels. We leveraged existing communities among bloggers and taped into the power of their already established readers bases as the 'media'.

The results were simply never experienced for an Insurance Brand. Allianz managed to generate massive awareness and deep engagement around its brand and its services.

With its new communication campaign, by embracing entertainment, Allianz reaffirmed its proximity with its customers and its presence in digital. "Allianz Real Life" embodies the modernity of the brand in innovative ways by revisiting the presentation of its insurance products and offering its customers a fun and playful digital experience.

Without any paid media but a strong PR strategy we had more than 400,000 visitors on the Allianz Real Life website. It's 13 times what Allianz used to have. The social interaction on Facebook increased by 700%. The request for service estimate during the campaign has been multiplied by 4. The ROI of the campaign is stunning: for an investment of 35K euros, we generated more than 500,000 euros of earned media.