| 标题 | The Allianz CARSWAP Project |
| 广告公司 | Ogilvy Paris |
| 广告战役 | The Allianz CARSWAP Project |
| 广告主 | Allianz SE |
| 品牌 | Allianz Car Insurance |
| 首次发布日期 | 2014 / 10 |
| 行业领域 | 汽车配件与服务 |
| 剧情简介 | Ogilvy Paris Turns Allianz Car Insurance Offer Upside Down and Right Side-Up in its Latest Disruptive Approach: The CARSWAP PROJECT |
| 哲学 | The idea? A sculpture designed of two real-life cars embedded on top on one another. The bottom car laid upside down-- designed to represent your damaged car in need of being replaced. The top car, visibly in perfect working condition, represents the replacement vehicle provided by Allianz. |
| 问题 | In France, car owners know that having car insurance is a legal obligation but they take little interest in the Insurance provider they go with, believing all providers offer pretty much the same thing. So, when Allianz told Ogilvy Paris it had a new car insurance offer to promote, the agency knew its idea needed to be disruptive, in order to break through the haze of car insurance same-ness and make the added value of Allianz’ car insurance contracts clear and immediate in the minds of its consumers. Allianz’ premise is simple: Your car has left you stranded. With Allianz car insurance, you'll have a replacement car within 1 hour of reporting the incident and the car is reserved for your use up to 20 days. |
| 结果 | was unveiled in front of nearly 1.3 million attendees at The Paris Motor Show--one of the most important auto shows debuting new production automobile and concept cars. Perfect context to promote Allianz’ new car insurance offer! Rather than seeing the latest revved-up car model, however, one stopped with curiosity over the giant Allianz CARSWAP Sculpture. Said Baptiste Clinet, Executive Creative Director Ogilvy Paris: “Disruptive ideas, like building an original installation to promote Allianz’s quick car replacement service, are not only break-through but have staying power-- both critical in a low-interest consumer market.” Following the grand expo, the Allianz CARSWAP sculpture was strategically placed in locations along driving routes where one would least likely want to find one's self stranded without an operative vehicle. And, the sculpture sits firmly in the front outside entrance of Allianz French Headquarters. |
| 媒体类别 | 案例研究 |
| 长度 | |
| Art Buying | Laurence Nahmias |
| 执行创意总监 | Baptiste Clinet |
| 创意总监 | Nicolas Lautier |
| 战略企划 | Ivan Pejcic |
| 客户总监 | Batoul Hassoun |
| 美术指导 | Jeremy Bouchet |
| Integrated Production | François Phan |
| 美术指导 | Clara Noguier |
| 文案 | Olivier Le Lostec |
| 客户主管 | Jean Pousson-Ribis |
| 客户总监 | Aurore Clinet |
| 导演 | Loïc Paillard |
| 制作公司 | Filmarium Production |
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