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The challenge:
When your offer to employees is compelling but complex, how do you make 120,000 people tune in? The Allianz Employee Share Purchase Plan is a great employee offer. But with a global audience with varying levels of investment knowledge and a some complex information to communicate, the risk was that this big hit could miss.


The shift:
A creative with two heroes was developed (squirrels are great savers after all!) Not only did they become instant celebrities in the business and achieve the necessary cut through for this highly personal piece of communication, their accessible tone and questioning nature meant jargon and complexity could be broken down to confusion-free messaging. In tandem, our powerful core proposition, ‘Invest in Allianz, Invest in Yourself’ doubled as a call-to-action tagline.

This pioneering campaign successfully reached over 120,000 employees and was translated into 21 languages. It has been running with iterations over several years and remains one of the most identifiable internal campaigns in the business. It also won the GEO Award for Best Plan Communication.