Allianz UK Borrows Sponsorship Assets for Mobile Tour - Event Marketer

Allianz UK Borrows Sponsorship Assets for Mobile Tour

DB_Allianz_2012 Book
Brand: ALLIANZ
Agency: THE CIRCLE AGENCY
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2012

Allianz UK, one of the largest general insurers in the United Kingdom, used a mobile tour to inspire teamwork, communication and performance among its employees. The Team Allianz Live tour teamed up with 11 athletes the company sponsors, from retired Olympians to Olympic hopefuls, who represented the hard work ethos the company want- ed to emphasize among its staff.

The tour visited 22 Allianz offices over 45 days in a double-expandable vehicle dubbed the Team Allianz Bus. The company promoted the effort with a branded microsite where employees registered for their event. The site also featured profiles on the 11 athletes and blogs with insights into their day-to-day routines, giving tips, nutritional advice, recipes and news about their competitions.

When the bus arrived, employees got on board, received a scorecard and watched an introductory video message from one of the athletes. Afterward, participants chose team names and took a group photo before tackling team-oriented quizzes and brain teasers. Results were processed at the end of each day, and participants received a personalized email with their results and photos from their session.

Overall, 2,692 employees participated in more than 250 sessions and there were 2,701 unique visitors to the microsite, indicating that all attendees checked their scores after their events. Eight out of 19 offices achieved 100 percent attendance. Ninety-six percent rated the event eight out of 10 and 94 percent said they would take part in it again.

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