Allianz are a global insurance brand with impressive global and local sports sponsorships but little brand equity in the UK. Saracens Rugby Club, one of their key sponsorships, feature a host of international stars and an impressive stadium, Allianz Park. Following the successful #SchoolRunStories campaign, we had proved that Allianz understood the stresses of the school run. How do Allianz use this sponsorship to reach the key rugby audience and tell their brand story at the same time ?
Huge opportunity to reach over 300k rugby fans in social media.
We had to demonstrate that with Allianz, you and your most precious cargo are in safe hands. Who would your children be safer with than a British and Irish Lion, England Fly half and Saracens legend?
We partnered up with Saracens most popular player England International and Saracens Rugby Player Owen Farrell creating our own #SchoolRunHero giving us the opportunity to reach over 150k rugby fans following Saracens in social and 160k following Owen himself.
We created the best school run for 2 very lucky boys
We created the ultimate school run for two lucky Saracens fans. Not only did their idol Owen Farrell pick them up from school, he took them to rugby practice – not at their school, but at Allianz Park alongside Owen and a host of other National and International players.
He even gave them a guided tour of the stadium including the Allianz box, a Saracens kit and a signed rugby ball – an unforgettable experience for the boys and so much more than the average school run.