Insurance Times Awards: Allianz’s gardening campaign bears fruit on multiple channels

1. Why did you put yourselves forward for the Marketing Campaign of the Year category?

We absolutely loved creating this campaign and the incredible results show it resonated with our audience too.

To bring this campaign to life, we collaborated with botanist James Wong and Ex-Metropolitan Police Superintendent Dr Leroy MBE. We also conducted bespoke research and provided insight from our own claims data.

All of this meant we could target print, broadcast, social and digital channels with tailored content for our customers and wider readers. It’s been a huge hit internally and externally and contributed to the brand awareness of Allianz and the unique offerings of our home insurance in an authentic way.

2. What do you think makes your entry stand out and why should you win the award?

Plant theft isn’t a commonly talked about home insurance topic so this campaign resonated due to its balance of innovation and relatability.

By providing helpful, tangible advice on a relatable issue without scaremongering, we sparked authentic conversations online while tangibly helping customers and the wider public keep their gardens safe from theft.

We reached over 80 million people and counting across news outlets, radio, web content and social channels, even reaching breakfast TV. We stand out because we’ve simultaneously surpassed our own performance metrics while creating genuine impact, engagement and education on a growing issue.

3. What would winning this award mean to you and your firm?

Winning would mean so much to us and affirm the importance of always pushing the boundaries and being creative for our customers and wider audiences with the consistent focus of helping people protect the things they love.

Campaigns like these don’t just enhance us as a brand, they support our customers’ understanding of insurance topics across all channels, wherever and however they choose to engage with us.

The team did a fantastic job making it all come to life and nurturing a trusting relationship between us and our customers, so winning would be a wonderful way to end 2025.