Allianz started the year 2022 with a special outdoor campaign: In the first week of January, the insurance company had thousands of New Year's wishes projected into the Alpine sky near Engelberg. These came from people all over the world, who in turn were able to follow the spectacle via livestream.
This was all made possible by an installation called "The Ramp"; a free-standing, fifteen-meter-high wooden structure with a light system at its top. Allianz customers - as well as passers-by in New York's Times Square - were prompted by advertising teasers to leave their New Year's wish on the insurance company's social channels. They subsequently received a notification of when they could expect their wish to be "launched" "into the universe" and could view it online. Swiss agencies such as Sir Mary and Neutral were among those involved in the media distribution of "The Ramp."
Time for reflection, time for resolutions
"The turn of the year is traditionally a time of reflection, when people come together and make resolutions for the months ahead," said Florian Scheiblbrandner, Head of Allianz Studio at Allianz. "That's why we wanted to give people around the world the opportunity to share their wishes in this unprecedented way. We believe that hopes and dreams are more likely to be realized once they've been voiced."
"The Ramp" is just one of several examples of how Allianz wants to "convey confidence even in difficult times": for example, the insurance company has pushed the promotion of mental health. Athletes at the 2020 Olympics received emotional support from the therapy dogs of the "Allianz Support Dog Squad," and the recently launched initiative "The Pause" provides expertise for slowing down in everyday life.
On the part of Allianz, the new, internal Allianz Studio is responsible for the activation. The project "The Ramp" was realized in collaboration with Sir Mary, Media.Monks, Neutral, Jeff, N.o. Me and Bwgtbld.