Allianz Australia has launched its first fully generative AI\u2013created advertising campaign.<\/p>\n
The insurance brand tapped its creative agency Howatson and Company to develop a series of short-form video advertisements, alongside outdoor and social executions, for its car insurance offering.<\/p>\n
The video ads, which have launched on BVOD but are intended for TV airing, show a car driving along a country road, as cloud formations move to represent either Allianz\u2019s price or flexibility propositions, while its sea eagle mascot flies above.<\/p>\n<\/p>\n
The launch comes as part of a deliberate shift for Allianz Australia\u2019s marketing team to stop \u201ctalking about AI\u201d and start actively using it in production.<\/p>\n
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Speaking to Mumbrella, Allianz Australia head of marketing Mariella Villa said: \u201cWe had the choice with the new campaign of whether we went through a traditional process, but this is a great use case for us, where we can go all in with AI.\u201d<\/p>\n
According to Villa, every frame of film, image and asset was \u201c100% created with AI\u201d via Howatson and Company\u2019s recently launched studio Unicorn, delivering at around half the cost of a standard VFX production house, and with a 10% saving in time.<\/p>\n<\/p>\n
She acknowledged there were limitations, such as only being able to make videos of a maximum of 15 seconds, but said there was significant room for improvement.<\/p>\n
Writing on LinkedIn, Villa further articulated: \u201cThe process taught us a lot. We hit unexpected technical hurdles, had to iterate in ways we hadn\u2019t before, and rethought some assumptions about how creative production works. Some things worked brilliantly. Others didn\u2019t. That\u2019s exactly what we needed to find out.\u201d<\/p>\n
She added: \u201cWhat\u2019s interesting is how quickly these tools are changing, which means the way we build skills needs to change too. This feels like a starting point, not a finish line. I\u2019m excited about where we\u2019re headed, and even more excited about what the team will create next.\u201d<\/p>\n
The new campaign forms part of Allianz\u2019s \u201cCare You Can Count On\u201d brand platform, which launched last year and first introduced the sea eagle character.<\/a><\/p>\n The brand refresh followed the appointment of former ANZ and Commonwealth Bank marketer Laura Halbert as Allianz\u2019s Australia chief marketing officer at the end of 2023.<\/p>\n<\/p>\n Allianz and the eagle recently re-emerged as part of the brand\u2019s effort to promote its sponsorship of Football Australia ahead of the Women\u2019s Asian Cup.<\/a><\/p>\n<\/p>\n