Allianz Australia has launched a new brand promise titled 'Care You Can Count On'. This initiative aims to express the company's commitment to providing clarity, confidence, and care throughout the insurance journey. The campaign was developed in collaboration with creative partner Howatson+Company.

The campaign includes a multi-channel marketing approach, featuring a hero TV commercial directed by Michael Gracey, known for his work on films such as 'Better Man' and 'The Greatest Showman'. The commercial employs Avril Lavigne's song 'I'm With You' and follows a narrative of a mother finch on a quest to protect her egg. This storyline is intended to symbolize Allianz's culture of care. The commercial was shot in Australia and incorporates CGI from visual effects studio ALT VFX.

Supporting the TV commercial are creative executions across various platforms, including cinema, YouTube, outdoor, digital, and social media. Media planning and buying for the campaign were managed by Allianz's media partner, Wavemaker.

The campaign introduces 'The Flight of the Finch', described as a new direction in communicating Allianz's brand essence.

"'The Flight of the Finch’ is a bold new direction in how we communicate the essence of Allianz," Laura Halbert, General Manager of Customer Strategy and Marketing at Allianz Australia, stated."It moves beyond product attributes to celebrate the emotional reassurance and confidence you feel when you have genuine care you can count on.

Howatson+Company chief creative officer, Gavin Chimes, said: "Care isn’t some slogan on a wall at Allianz. It’s baked into the company and informs everything they do. So, we didn’t just want to talk about care, we wanted people to feel it. With a bit of guts, magic and Avril Lavigne, we used storytelling to lift the brand into fresh space in the insurance category. Proudly helping Allianz shape a brand platform that feels as distinctive as the way they do business."

Allianz Australia has been operating since 1914, offering a range of personal and commercial insurance products to over 4 million policyholders. The company is a leading workers' compensation insurer, providing support to around 25% of the top 200 ASX companies. Allianz Australia is a subsidiary of the Allianz Group, a global insurer and asset manager with customers in over 70 countries.