How to raise awareness for Allianz’s new insurance offer through audience data and programmatic DOOH?
Explore Allianz’ success story. Jellyfish and Displayce deployed a powerful programmatic DOOH campaign to increase awareness of the Allianz new insurance offer in Spain among pet owners in urban and suburban environments.
About Allianz
Founded in 1890 and headquartered in Munich, the Allianz Group is one of the leading global providers of insurance and financial services. A leader in Non-Life insurance, assistance, and credit insurance, Allianz is also among the top five providers in Life, Health, and asset management through entities such as PIMCO and Allianz Global Investors. The group operates in over 70 countries, with 157,000 employees serving more than 125 million clients worldwide.
About Jellyfish
Founded in 2007, Jellyfish is an agency that not only delivers projects for major brands on a global and collaborative scale but also values each person’s individuality and encourages everyone to be themselves. With a presence in 22 countries, Jellyfish supports the diversity of communities and cultures, fostering an inclusive work environment. The company celebrates this diversity to create a socially enriching space where everyone can contribute to positive change.
The Allianz campaign context
Allianz embarked on a mission to increase awareness of their pet insurance offerings in Spain, targeting pet owners in urban and suburban environments.
The campaign ran for a month, from June 17th to July 17th, 2024, across seven different regions in Spain. They carefully selected targeted locations, including parks in Barcelona, veterinary clinics, and pet stores across eight different venue types, to effectively reach Allianz’s target audience. In these settings, creatives were displayed on 1,690 screens across 1,126 points of interest. By crafting a programmatic DOOH campaign with relevant geo-targeting and audience data, they ensured their creative was contextualized and reached the right audience.
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Using programmatic DOOH and mobile retargeting for maximum impact and repetition
The campaign was conducted by Jellyfish Spain and supported by Displayce’s DSP. It was broadcast on JCDecaux, Global, Framen, Clear Channel, TuMedio, Exterior Plus and Iwall DOOH screens. Through Locala they also activated a mobile retargeting. This retargeting is conducted through a diverse panel of websites and apps. For this mobile format, the agency used a single creative to create repetition, echoing the programmatic DOOH campaign at the same time.
They also leveraged audience data from Adsquare, ensuring their ads appeared only in locations where their targeted audience was at least twice as likely to be present. They chose to activate one audience segment:
- Interest > Shopping > Pet Supplies.
This activation allowed them to follow their audience throughout the day—across office buildings, outdoor spaces, subways, parking areas, bus shelters, and malls—depending on the presence of their core target.
Additionally, they customized precise dayparting and geographic targeting, broadcasting in seven different Spanish regions: Comunidad de Madrid, Cataluña, Andalucía, País Vasco, Comunidad Valenciana, Canarias, and Galicia. This strategy enabled them to use Google POI and custom points, activating a 1km radius around pet clinics, pet stores, and parks. They also set up different time-based diffusion schedules depending on the points of interest and venue types.
The results
Allianz’s campaign achieved remarkable success, exceeding its objective of raising awareness by significantly increasing specific intent towards their offer.
The campaign generated 1 986 881 impressions and 124 377 plays. Regarding mobile performance, the creative generated 80 clicks and 4,000 mobile impressions on average, per day of diffusion.
Displayce relied on Happydemics to conduct a brand lift survey to analyze the campaign results. Seven questions were asked of a group of 300 users exposed to the advertising campaign and a control group similar in terms of gender and age to the population not exposed via Happydemics. The mobile programmatic survey was conducted throughout the entire duration of the ad broadcasts. The answers demonstrated a significant uplift of 43 points in specific intent. Specific intent refers to the consumer’s willingness to take action related to the brand. Looking at the other KPIs, we also observed an impressive uplift of 24 points in consideration, an uplift of 18 points for brand familiarity among their target, and 21 points in brand image.
Through meticulous planning and execution, Allianz successfully gained recognition and engagement from their target audience. By employing relevant audience data and strategically selecting densely frequented areas by their audience—tracking them throughout the day—they ensured maximum exposure and engagement with consumers at precisely the right moments.
