The Allianz Group is one of the world's leading insurers and asset managers with 126 million private and corporate customers in more than 70 countries.
 
While Allianz customers benefit from a broad range of personal and corporate insurance services, the company also offers many specialty lines.  One such example is their extensive coverage for German civil servants-- policemen and -women, teachers, administrative staff.  This is wonderful option, but the approach to targeting, media, and overall marketing strategy was quite challenging.
 
Max von Reden, Marketing Manager at Allianz, and Tom Lehmann, Executive Client Service at Omnicom Media Group, talk about the difficulties of reaching people who are generally unconcerned about additional insurance, and the ways in which they encouraged them to learn more.  Remarkably, this became one of Allianz’ most successful recent initiatives.