GRANDPA LEWIS

ClientALLIANZ SE
Category A03. Online: Fiction & Non-Fiction
TitleGRANDPA LEWIS
Product/ServiceALLIANZ FORMULA 1 SPONSORING
Entrant OGILVY GERMANY Frankfurt, GERMANY
Idea Creation OGILVY GERMANY Frankfurt, GERMANY
Media Placement OGILVY GERMANY Frankfurt, GERMANY
PR OGILVY GERMANY Frankfurt, GERMANY
Production OGILVY GERMANY Frankfurt, GERMANY
Credits
Name Company Position
Britta Poetzsch Ogilvy & Mather Germany GmbH Global Executive Creative Director

The Campaign

We used one of Formula One’s biggest celebrities to connect with the Formula One Community and a wider audience. Lewis Hamilton is an 80-year-old man telling his life story to his grandchildren, showing his instinctive decisions have always brought him success. With this story, Allianz encourages people to dare to follow their instinct, and therefore grow in life.

Creative Execution

We started in April 16 with a mysterious post on Instagram and Facebook, where Lewis Hamilton was shown during the make-up process. Then we fed the Formula 1 community a video showing the whole transformation. In June, we finally told the whole story of Grandpa Lewis in a short video. We gradually released a whole content series with Grandpa Lewis speaking to his grandchildren about daring and bravery. In another short content series Grandpa Lewis gives tips about what is important in life. The content series was created using a variety of film and stills formats. We engaged people with our story using bite-size snacks and longer form engagement pieces that disrupted the news feeds of our target. Those who reacted were retargeted to deepen brand relationships.

26 Mio Reach 336 Mio PR Contacts 30 Mio Impressions 500 tsd. Reactions

The Allianz Formula One Campaign took one of world’s biggest racing celebrities and put him in a context we had never seen him in before: Lewis Hamilton in the future, as a grandfather, sharing life lessons with his grandchildren. The campaign built on this entertaining story by generating tons of social content that was so entertaining the press joined the global discussion with coverage of the campaign.

With its forward looking and encouraging approach, Allianz stands out from the fear mongering of other insurance companies. Allianz does not scare people about the future, but encourages them to boldly take the next step. This supports young millenials making a splash in life who are completely uninterested in insurance. Dare to. We're with you.