Insurer takes over Australian car parks to promote programme

One discount car insurance provider has recently taken over a total of six car parks in two Australian cities in a bid to draw attention to its new roadside assistance programme.

International motor car insurance giant Allianz has made use of the talents of media agency OMD and direct marketing agency MercerBell together on the project, which will see large wall artworks, eyelites, pillar wraps, floor decals, parking bays, boom gates on entry, and parking tickets all emblazoned with Allianz branded messaging and imaging.  Sporting the tag line ‘You’ll be OK with Allianz,’ the visuals are drawn from a MercerBell created TVC for the car insurance firm’s new comprehensive policy, with a portion of consumers’ car insurance rates going towards paying for included roadside assistance at no additional cost.

The adverts and signage will be present across all six car parks in both Sydney and Melbourne for a total of eight weeks.  Such high-traffic areas as The Glen, Doncaster, Parramatta, and Westfield Castle Towers are included in the locations to be adorned with the new Allianz marketing materials.

Julie Dormand, general manager for MercerBell, remarked that it takes a careful balance between strategy and creativity to send both a strong and an important message to motorists in order to more fully engage them with Allianz.  Ms Dormand said that she was quite confident that the new campaign will be a successful one, especially since the use of car parks will directly reach their desired market.

It is unknown at this time if Allianz will extend this marketing campaign to other regions in which it offers car cover, but industry experts predict that if the campaign is successful, chances are high that new adverts may soon show up in a car park near you.

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