Allianz
Dreams Made Real × First Endorsement with Xia Yunfen
Localizing Allianz's global ONE campaign to create authentic emotional resonance with Taiwan consumers
INSIGHT
Allianz faced a unique brand invisibility problem in Taiwan: consumers knew the distributor (China Trust) but not the actual supplier behind the financial insurance products they purchased. The advertiser was B2B in nature, but the strategic goal was to build consumer-level name recognition — making consumers proactively ask for Allianz by name when they walked into the distributor's branches.
STRATEGY
First celebrity endorsement in Taiwan, partnering with Xia Yunfen — a highly trusted financial media personality. The strategy elevated Allianz from an invisible insurance supplier to a brand consumers would proactively name at the point of sale. The goal wasn't to sell insurance; it was to make consumers walk into China Trust and say 'I want Allianz.' Two campaign waves built sustained brand recognition and solved the distributor-eclipsing-supplier visibility problem.
EXECUTION
TVC storyboards, outdoor, and print in parallel (2008/2009), with Xia Yunfen as the brand ambassador. Leveraging her credibility in financial media, the campaign translated Allianz's brand promise into trusted recommendation language. Visual system extended into distributor points of sale to ensure brand clarity at the moment of purchase decision.
Performance Metrics
Endorser
夏韻芬（台灣首位）
Campaign Waves
兩波（2008/2009）
Format
TVC + 戶外 + 平面
Goal
B2B 品牌指名度建立
The Brand Challenge
Allianz faced a B2B brand invisibility problem unique in the Taiwan market. China Trust — then the largest financial distributor — sold Allianz's financial insurance products to consumers, but consumers only knew China Trust, not Allianz. The challenge: the advertiser was technically B2B, but the goal was entirely consumer-facing — build enough name recognition that consumers would walk into the distributor and proactively ask for Allianz by name.
Strategy: Convert Awareness into Named Demand
Taiwan's first Allianz celebrity endorsement, partnering with Xia Yunfen — a financial media personality with exceptionally high consumer trust. The goal wasn't to sell insurance; it was to make consumers say 'I want Allianz' when they walked into China Trust. Allianz's global ONE campaign theme was reinterpreted through grounded Taiwanese dream narratives, creating a direct emotional pathway between the brand and end consumers.
Creative Execution
TVC storyboards, outdoor, and print executed in parallel across two campaign waves (2008–2009). The film portrayed authentic dream moments — family milestones, ambitions, personal milestones — with Xia Yunfen's financial credibility naturally translating Allianz's promise into trusted recommendation. The visual system extended into China Trust branch environments, ensuring brand visibility at the exact point of purchase decision.
Strategic Outcomes
Two campaign waves successfully shifted Allianz from brand invisibility to consumer-level named demand at the distributor channel. The case proves that in B2B-heavy financial markets, building direct emotional connection with end consumers — rather than relying on distributor push — is the most effective path to channel-level name recognition.