You Write it

Introducing 'You Write It' by Allianz:
Personalised AI-generated storybooks of courage featuring our consumers' beloved pets as the heroes.
With this innovative initiative, we aimed to create unique and deeply personal experiences for our audience.

"You Write It" wasn't merely a short-term campaign; it represented a strategic pivot for Allianz, redefining how the brand engages with insurance consumers. By leveraging creative innovation and a bold, integrated approach to digital, we achieved a significant transformation in brand affinity, setting a new standard for marketing excellence in the digital era.

Take care of your pets the way they take care of you

Using our insights around the importance of pets in family bonds, and considering Allianz’s message of ‘You write it, we underwrite it’, we thought it would be a beautiful and innovative idea to gift customers with original, personalisable ‘You Write It’ stories. These stories would write our customers’ pets and children right into the heart of the action, just as they are at the heart of the family.
Each story would feature an adventure that heroes that beautiful bond between children and their pets. And what better time to do this than Christmas! We offered two stories – one with a Christmas theme for those who celebrate it and one simply with a wintry setting, for those who don’t, ensuring inclusion for all our customers.

To deepen the connection with the brand, we used the brand positioning of ‘Allianz gives people the confidence to take their next step in life’, as a springboard for our approach.

In our two stories to date (and in all future stories), the family pet inspires confidence in a child, helping them to find a moment of small courage to take their next step and achieve their goal. The stories remind us to take care of our pets the way they take care of us. And this is important because when a family’s pet is protected with the right insurer, our target audience is comforted in the knowledge that their beloved pet is well looked after. And so our ‘You Write It! Pawsome Adventures’ were born; offering customers a comforting and trustworthy brand experience, one that’s beyond the category and a world apart from your typical insurance brand interaction. One that we intend to nourish and grow over time, much like people nourish their beloved pets, growing their bond over time!

Technology:

We delivered these stories through the development of a Progressive Web App (PWA).

A PWA is fundamentally a website that can be downloaded on a device, it appears and works like a regular application. PWAs are the newest and most convenient approach to app development as they allow for the development of apps without the need for any native code.

Our PWA helped to create a more permanent connection with our target audience – the user journey through it is frictionless as it’s downloaded directly from a URL without the need to go through app stores.

Users simply visited the landing page through a custom URL that we emailed to them – youwriteit.allianz.ie
Here, they could either upload a picture of their pet so that AI could identify the breed and characteristics. Or they could select from a list of dog and cat options. They could also choose from a variety of characters, picking the one that most closely resembled their child in terms of hair, eye and skin colour.  They were then asked to confirm the name and gender of their pet and the name and preferred pronouns of their child. They picked which story to star in, and the app generated their personal story, composing the scenes for each page by using assets pre-generated using a mixture of AI and traditional illustration methods.
That’s it! Pawsome Adventures proudly brought to you by Allianz Pet Insurance and a crew of passionate hoomans behind the scenes. Keep an eye out for more pet-tastic adventures for you and your furry friend to go on in the future!

Bringing You Write It! Pawsome Adventures to life!

 We’re so proud to have created an AI enabled tool which creates bespoke bedtime stories about beloved family pets.
We gifted our customers with personalised storybooks full of courage and connection, in which their pet is the hero.  
In terms of craft and creativity, there are three main areas to outline – copy, illustration, and technology.

THE RESULTS

The initial launch of our personalized AI-generated storybooks through a test to 2,000 internal customers yielded remarkable results, with an immediate response rate exceeding +61% above the average. This overwhelmingly positive reception confirmed the effectiveness of our approach and validated our decision to move forward with the next phase of the campaign.

ONLINE SALES CONVERSIONS for Pet Insurance have risen by +25% even though not a core KPI for the brand. Showing that trust and affinity will naturally harness sales growth. People buy what they believe in.

UNPAIDED BRAND AWARENESS scores YOY (March ’23- March ’24) has jumped from 27% to 36% an increase of +25%, LIKEABILITY scores for the same period +10% (moving from 36% to 40%), TRUST scores +12% across the same period year-on-year and finally, CONSIDERATION scores is +3% ytd.
With the successful rollout of the first two stories and the evident impact they had on our audience, we are eager to continue the momentum. In total, we have eight stories planned for release, strategically phased across the year to maintain engagement and excitement among our audience.

This phased approach allows us to sustain interest and anticipation, ensuring that each new story release generates buzz and drives ongoing connections with our customers. As we continue to unveil new narratives featuring our customers' beloved pets as the heroes, we anticipate further positive outcomes and deeper engagement with our brand. We know that we have created a unique and emotionally compelling offering that strengthens the bond between Allianz and its customers.

'You Write It' exemplifies Allianz's commitment to innovation, customer-centricity, and creating meaningful connections with our audience.