Integrated brand campaigns across markets, scaled by AI
We followed Usain Bolt’s own evolution, from the fastest man on Earth to a family man exploring new ventures, and mirrored it with the life stages of Allianz Direct customers. Bolt became the metaphor: people change, and their insurer should keep up with speed, simplicity and reliability. So we built the campaign to keep up too. Behind it sat a smart taxonomy that tagged every asset by life stage, product, market and funnel step (Touch, Tell, Sell, Engage). On that structure, AI generated completely new executions, on brand, for each audience and moment. A dashboard we built in house steered both the AI and the manual automation. One editorial pass checked tone and facts, and the work went live fast. That is how we followed prospects through every stage and retargeted them as their lives moved on.
Launch Allianz Direct in Germany and the Netherlands with Usain Bolt as a relatable ambassador, showing that the brand moves with customers’ changing needs. That meant a large number of variants across markets, life stages and funnel steps, without losing brand control or speed.
Launch campaign for DE and NL
Taxonomy driven AI asset generation
One editorial pass, then live
Usain Bolt introduced as the brand ambassador
24% increase in policy sign-ups in 3 months
