Creating Memorable Branding Experiences
Allianz Deepavali Festival
An interactive, fun and engaging brand activation taking place during the Deepavali Festival, also known as the Festival of Lights that resulted in increased brand awareness and database growth.
The Brief
Allianz sponsored the Deepavali Festival in 2018, being a part of this vibrant cultural festival provided the opportunity for Allianz to reach a local and international audience and generate awareness of Allianz Global Assistance International Health Coverage. Allianz aimed to provide attendees with a fun experience that reflected the culture and meaning of the festival and leave them with a lasting memory.
Our team took on the challenge to incorporate all of the elements of the Deepavali Festival, ensuring the brand activation reflected the colour, vibrancy and cultural significance of the festival, combined with providing a memorable and sharable experience for attendees. The solution was a beautiful and vibrant Deepavali themed photo booth that allowed attendees to capture a special moment with their loved ones.
The Execution
ENGAGE created an interactive, immersive, fun and culturally significant ‘Allianz Deepavali’ inspired video and photo experience. Attendees were invited to capture their very own ‘Allianz Deepavali’ branded video, creating a memorable and sharable experience. Festival attendees filmed their ‘Allianz Deepavali’ video on a custom designed backdrop and shared their memory with their online community on Instagram and Facebook. Attendees simply entered their mobile number or email address for instant delivery to their phone to share via their preferred social media platform.
To further enhance the experience and make it even more memorable, participants were also given a branded ‘Allianz Deepavali’ take-away photo. As an added incentive, attendees were invited to share their video on social media with their followers, friends and family for their chance to win a $1,000 Visa Card! To be eligible to win the $1000 Visa card, attendees shared their video via Instagram using the hash tag #LightUpDiwaliWithAllianz
In addition to the beautiful Deepavali inspired photo booth background, the marquee space was also Deepavali themed, enhancing the cultural experience of the activation and the festival. Upon entering the marquee attendees were immersed in a vibrant and colourful setting, with the team embracing the culture and festival with their very own henna designs.
The Result
Across 2 activation days we had over 600 videos and photos taken, this equated to approximately 1400 attendees across the 2 days. We collected 547 mobile numbers and 369 email addresses, resulting in a total of 916 mobile numbers and email addresses collected.
In addition we had 2219 views via the online sharing platform. The activation raised awareness of the Allianz Global Assistance International Health Coverage and further solidified their relationship with their audience, positioning Allianz as a premium provider of international health cover.
