Allianz - Superbrands

Yaşam ve Emeklilik A.Ş.” and “Allianz Hayat ve
Emeklilik A.Ş.” in life insurance branches.
In order to become better acquainted with
and better serve its five million customers,
Allianz Turkey takes an innovative approach in its
marketing and communication activities.
Product
Market
Turkey’s insurance sector is one of Europe’s stillgrowing markets. The fact that per-capita and
general premium production’s shares within the
GDP are low compared to Europe’s insurance
markets shows that the sector still has significant
potential.
In addition, the insurance business in Turkey is
open to development due to its young population.
Thanks to the Personal State Retirement
Contribution instituted in 2014, growth in
the Personal Retirement System (BES) gained
momentum; spreading throughout the sector it
began to reach all sections of society. Concurrently
with this growing market, leading world insurance
and retirement companies continue to invest in
Turkey.
Allianz, operating in more than 70 countries
including Turkey, employing more than 147 people
and offering banking, insurance and property
management services for its 85 million customers,
is one of the world’s largest insurance companies.
In Turkey as throughout the world, Allianz
prioritizes customer satisfaction and strives
for sustainable growth. Underlying its strategy
are the protection of its powerful financial
structure, reduction of structural burdens, as well
asenhancement of sustainable competition and
brand value.
Achievements
Allianz’s 2009 advertising campaign with the slogan
“Dünyanın 1001 türlü hali var. Keşke demeden
önce Allianz”, (Rough translation: “The world
is full of unexpected twists and turns. Before
saying ‘if only,’ Allianz”) won first prize in the 21st
Crystal Apple Awards Ceremony’s “Multichannel
Campaign Service” category, as well as an
honorable mention in the written press category.
With its “Create your Own Turkish Film”
project, Allianz won the Bronze Mixx prize in the
2011 Turkish Mixx (Marketing and Interactive
Excellence) Awards’ “Interactive Videos and
Online Advertising Films” category.
Allianz Yaşam ve Emeklilik received world
recognition with its CRM project launched in 2012. It
won an award in the finance category of Customer
Excellence Awards 2013, which aims at institutions
using Microsoft Dynamics, becoming the first
Turkish company worldwide to earn this award.
SUPERBRANDS
History
The company was founded in Italy on September
1, 1923 by one of Italy’s foremost insurance
companies Riunione Adriatica di Sicurta, under the
name Şark Sigorta. Later, it registered its title as
Şark Sigorta T.A.Ş.
Honored to be an institution as old as the
Republic of Turkey itself, the company first began
offering fire and cargo/marine insurance, later
broadening its range of services in parallel to the
country’s developing economy. In 1950s it entered
the areas of compulsory traffic, casualty and life
insurances, expanding into the engineering branch
in 1960s.
On January 22, 1974, the company became a
part of the Koç Group, and in 1988, it entered into
a partnership with the world’s largest insurance
company Allianz, and Japan’s largest insurance
company Tokio Marine. With the contribution of
Allianz’s position in the world market as well as its
knowledge and experience, the company began
producing solutions and serving for investors and
entrepreneurs outside of Turkey.
In 1988, the company changed its name to Koç
Allianz Sigorta A.Ş. Later, in 2008, Allianz SE took
over Koç Holding’s Koç Allianz shares, thus gaining
84,2% ownership of Koç Allianz Sigorta, and with
an Extraordinary General Meeting on September
22, 2008 its name was changed to Allianz Sigorta
A.Ş. On October 7, 2008 its new title was
registered by the Istanbul Chamber of Commerce.
In July 2013, Allianz became the main partner of
Yapı Kredi Sigorta and Yapı Kredi Emeklilik. One of
the largest acquisitions in Turkish insurance history,
the merger of Allianz Sigorta and Yapı Kredi
Sigorta was legally finalized on September 30,
2014. Allianz Turkey operates as “Allianz Sigorta
A.Ş.” in non-life insurance branches, and as “Allianz
Adopting the mission of helping its clients protect
their health, their life’s savings and material wealth,
Allianz strives to support them and their families
at all stages of life. In this way, it is known as a
dependable partner that knows its clients well and
is thus able to offer them solutions from A to Z
throughout their lives.
In addition to main insurance categories
such as fire, cargo/marine, casualty, engineering,
legal protection, health, agriculture and
livestock insurance, Allianz Sigorta provides its
customers with security in all areas with its fire
package policies for houses and businesses, and
insurance options ranging from theft, personal
accident, money transfer, broken glass, product
responsibility, hotel package, travel, office, clinic
to loss of profits, motor, traffic and health card
insurance. It also offers solutions in the areas of
commercial and industrial risk insurance, airplane,
helicopter, ship and overland transport vehicle,
heavy industry and fleet insurance.
In the personal retirement and life insurance
categories, Allianz works continually to create
products that meet customer needs. For example,
its BES Bundle Annual Life product was created
as a product that protects customers’ probable
savings in order to provide coverage against life
risks.
Allianz continues to design and improve new
products in order to meet customer needs
and demands, which are convenient to its main
distribution channels, namely agencies and banks.
Every day, digital technology is becoming a
greater part of our lives. In order to provide its
customers easier access to its insurance products
and services, the transition to digital applications
will become a high priority in the immediate
future.
Recent Developments
Allianz Sigorta and Yapı Kredi Sigorta completed
their legal merger on September 30, 2014. Allianz
Turkey operates as “Allianz Sigorta A.Ş.” in nonlife insurance branches, and as “Allianz Yaşam ve
Emeklilik A.Ş.” and “Allianz Hayat ve Emeklilik A.Ş.”
in life insurance branches.
This merger, the largest acquisition in the
Turkish insurance sector, hailed a new period
in which Allianz could better demonstrate its
international power and successful strategies
in Turkey. In this new period, Allianz plans to
proceed with projects with a greater effect on its
customers as well as society in general. Its goals
include using its digital insurance approach to
reach different and wider groups of people and
develop personalized solutions based on changing
market demands, while making no compromises
on growth and profitability.
Allianz, one of the world’s leading finance and
insurance companies, decided to invest in Turkey’s
musical future, and welcomed global brand
ambassador Lang Lang in Istanbul for a special
performance.
Working with the slogan “We Became
One for the Future of Music,” Allianz directed
the inspiration of music into supporting the
creation of happier, healthier and more hopeful
societies through the improvement of individuals’
quality of life. With this in focus, Allianz takes
advantage of the unifying power of music in
Turkey, and by supporting talented youth, aims
to create permanent and positive values in the
lives of people of every age. As a first step of
this investment, the famous pianist Lang Lang
performed at an invitation-only concert on
September 31, 2014. At this special performance,
Lang Lang was accompanied by Kaan Baysal, a
talented eleven-year-old pianist selected by Allianz
Turkey’s Advisory Committee.
Known as one of the youngest legends alive
and a United Nations Peace Ambassador, Lang
Lang has worked in collaboration with the Allianz
brand since 2013. Performing almost 120 concerts
yearly throughout the world, Lang Lang serves as
Allianz’s brand ambassador, while Allianz supports
the Junior Music Camp under the umbrella of the
“International Music Foundation” which Lang Lang
founded.
Among the participants of this very special
performance were not only Allianz employees and
business partners but also young musicians chosen
from different schools, each instructed by the
foremost teachers in their fields. On this special
evening, also attended by the students of “Music
for Peace Foundation”, one of Allianz’s social
responsibility partners in Turkey, five hundred
young students were able to broaden their musical
knowledge by experiencing a concert given by a
world-renowned artist.
Promotion
In order to increase its brand awareness, Allianz
Turkey launched an advertising campaign with the
slogan “Becoming One is Within Us” on October
15, 2014. Adopting a 360° communication
strategy, the message was communicated through
television, radio, outdoor, digital and cinema
channels, achieving high-frequency visibility
throughout the campaign.
Under the “Becoming One” concept, the
backbone of the entire relaunch campaign, short
stories showing the moments of becoming one
were compiled in television advertisements, and
these stories were supported with digital
films with a similar emotional tone but a
deeper focus. These projects, created with
the headlines “Stories of Becoming One”
and “Social Experiments”, enhanced the
credibility of the concept, contributing to the
spreading of the concept and received a very
positive consumer response.
The fılm “A Surprise for Allianz from
[musician] Ayhan Sicimoğlu”, a corporate
PR project launched by Allianz Turkey
to increase the brand awareness with an
expressive approach, was published on
October 1, 2014. As a corporate PR social
media project, the film quickly reached
millions of viewers through channels such as
Facebook, Twitter, Instagram and YouTube.
This corporate PR project prepared with
Ayhan Sicimoğlu and the group Latin All
Stars presented a cross section of Allianz to
all of the company’s shareholders. Portraying
Sicimoğlu visiting an Allianz Turkey Board of
Directors meeting unexpectedly as well as
the backstage events leading up to this point,
the videos went viral shortly after they were
broadcast on social media. With 112 million
views and reaching close to 14 million
people, the project became the mostviewed video in its category on YouTube.
As a new-generation expressive company
focusing on customer satisfaction, Allianz Turkey
works with the vision of being a social brand that
increases the quality of life in its society, and has
continued to realize its goals in collaboration with
partner civil society organizations. In 2014 Allianz
became the main corporate sponsor of the Music
for Peace Foundation, and went on to become
a supporter of the Turkish Youth Philharmonic
Orchestra as well.
Allianz Turkey has adopted the mission of
existing for the society. Following the mine
disaster in Soma on May 13, 2014, it worked to
add long-term value to the society and create
sustainable development models. The Allianz
SomaDA project, created to this end, worked
in collaboration with the Heroes of Science
Association (BKD) and the Union for Psychosocial
Disaster Services (APHB) to ameliorate the
long-term effects of the disaster experienced by
the people of Soma and its surroundings. The
work based on public-private sector collaboration
models set an example for charitable efforts
around the world.
In cooperation with BKD, Allianz Turkey
supported more than 130 students from sixteen
schools in six districts affected by the disaster to
take part in the Science Heroes MeetTournament
in 17 Allianz teams, and return to their normal
lives, contributing their psychological and personal
development.
Working in cooperation with APHB, Allianz
Turkey led the work to open a psychosocial
support center in the Dursunbey district. The
two vehicles Allianz Turkey provided to enable
not only the residents of the district center but
also the entire region to benefit from the service,
also allowed APHB volunteers to conduct field
scanning.
Brand Values
At the conclusion of the Global 500 brand study
conducted yearly by international brand evaluation
organization Brand Finance, Allianz was selected as
“World’s Most Valuable Insurance Brand”. In 2014,
Allianz’s brand value showed a 3% increase over
2013, reaching to 21 billion dollars, placing it 41st
among all the brands independent of the sector.
Brand value and position among world brands
are determined with careful attention to variables
such as brands’ cash flow, financial power, risks and
potential. Allianz has maintained its place among
the world’s 100 most valuable brands for many
years.
Determined by the study to be one of the
companies in the financial services which best
managed its brand, Allianz is recognized as a
trustworthy business partner with its transparent
communication strategy. Described as a financial
service company with one of the highest levels
of brand awareness, Allianz’s comprehensive,
long-lasting sponsorship with the Bundesliga’s
most successful football team FC Bayern Munich
is regarded as the best example of its dependable
business partnerships. A Brand Finance study
demonstrates Allianz’s awareness that its brand is
an invaluable strategic asset, and that its customeroriented strategies are the most important factors
behind its stable growth.
www.allianzsigorta.com.tr
www.allianzemeklilik.com.tr
www.allianzyasamemeklilik.com.tr
THINGS YOU DIDN’T KNOW ABOUT
Allianz
›Allianz Sigorta has insured Oscar-winning Hollywood and Bollywood films for more than 85 years.
›Allianz is the company that insures space travel.
›World-renowned pianist Lang Lang is Allianz’s global brand ambassador.
›Allianz is the official sponsor for the Turkish Paralympic Committee.
›Since 2000 Allianz has sponsored FC Bayern Munich, one of the world’s largest sports clubs with over 168 thousand members, and since 2014 it has a share of 8,33%.
›In addition to the naming rights of the Allianz Arena, FC Bayern Munich’s stadium, Allianz is
the main sponsor and financial business partner of the Arena.
›Allianz has been a sponsor of the famous FC Barcelona since 2014.
›Through its Formula 1-Allianz partnership since 2000, Allianz aims to spread messages concerning road and driving safety to the world.
SUPERBRANDS