Allianz Deutschland AG
Contact person: Gesa Müller
Email address: firstname.lastname@example.org
Contact number: +4938008097
The Digital Insurer Insurance Innovation Award
ALL.ACTIVE powered by Allianz and Runtastic / Allianz Deutschland AG
1. ALLIANZ DEUTSCHLAND AG – STRATEGY & GROWTH: TEAM SPECIAL SEGMENTS
Allianz Deutschland AG operates with the three companies property-, life- and private medical insurance as the leading insurer in Germany. It supports over 20 Million customers to protect themselves against risks and to exploit their financial opportunities at its best.
The Special Segments team deals with business development for and with special partners. The overall mission is to discover new strategic fields, unexplored target groups and markets with potential growth opportunities for Allianz Deutschland AG. Thus, business potential gets identified as well as specific offers are developed together for and with (future) partners. Moreover, the team develops specific sales approaches.
2. PARTNERSHIP WITH RUNTASTIC GMBH
Runtastic GmbH, founded in 2009, has been continually growing to an international mobile health and fitness company and is now part of the adidas group. They offer more than 16 individual health and fitness apps, with in total 30 Mio app downloads in Germany alone.
Only nine months after the decision on building a joint concept, Allianz Germany has launched the new fitness platform ALL.ACTIVE in collaboration with Runtastic in early march 2018. Actually, the main success factor for the flawless launch and ongoing operations is the strong partnership and a cooperation based on trust.
Both, Allianz and Runtastic, are two powerful brands which now bundle their strengths and thus come to a win-win situation. A core team, characterized by frequent information exchange and non-hierarchical, agile procedures has been responsible for the development of the platform. The conception, implementation and ongoing operations are mainly taking place on working level. Additionally, both partners have focused on their core competencies. However, it was not a typical service provider relationship at all: Co-creation and an equal genuine cooperation is the key to success!
3. ALL.ACTIVE POWERED BY ALLIANZ & RUNTASTIC
The new free program serves as motivational aid, bonus program and practical guide with editorial contributions on www.all-active.com. The platform addresses everyone who likes to exercise – regardless whether being a walker, a marathon runner or a bike-rider.
How does it work?
An active lifestyle is rewarded: Runtastic users can easily connect their account to ALL.ACTIVE. If someone has not been using Runtastic so far, she/he can create an account on ALL.ACTIVE and connect it as well. After that, for every minute the user is active, she/he receives points on ALL.ACTIVE when tracking her/his sports activities with the Runtastic app. Depending on the status, gold, silver or bronze, attractive benefits await the sportspeople, for instance, discount coupons as well as vouchers from many partners including e.g. adidas, runnersworld, garmin, hellofresh etc..
Challenges raise the users’ motivation: Users can take part in monthly sporty challenges and use ALL.ACTIVE as motivational aid. These challenges are training goals, set by ALL.ACTIVE. Thus, everyone who participates has the chance to win attractive prizes such as a signed World Cup shirt or starting places for the Berlin Marathon. For example the first challenge was: “Track at least one activity in three different types of sports within one week.”, whereas the challenge in April was to go biking 100 km within 10 days – and accordingly, a Cervélo racing bike was the price the participants could win.
New exclusive content is available weekly: The ALL.ACTIVE blog informs the user about topics all about fitness, health, motivation, nutrition and insurance. By using the Hashtag #allactive on Instagram, the user’s picture is displayed on the so-called ‘social wall’ of the ALL.ACTIVE website. As a result, a sports community is formed.
4. STRATEGIC GOALS FOR ALLIANZ Deutschland AG
The overall goal is addressing customers in their living environment. As an insurer it is essential to meet the customers’ needs in all areas of life. Attracting as many people as possible and supporting them to better become aware of their lives. ALL.ACTIVE gives the opportunity to reach the large and exciting target group “fitness and health”, which provides high potential for Allianz. Hence, Runtastic users are between 20 and 45 years old and highly digitally savvy.
Additionally, a high brand fit strengthens the project. Both partners perform as leaders in their core businesses which facilitates the positioning of the brand in a new segment and market. Thus, it impacts the Allianz brand in a highly positive way even further.
Moreover, working together with an exclusively digital provider is very exciting. The know-how transfer is enormous: As a pure digital player, Runtastic provides lots of helpful advice how to perform in the promising market where ‘mobile first’ is and will be leading.
Therefore, the focus is on activation and digital interaction with customers and possible future customers with a potentially positive impact on the net promoter score. It helps us to learn and to better understand how to interact solely digitally with (potential) customers which serves as a great finding for future ideas procedures and projects.
Furthermore, a sub-goal is to generate Leads for Allianz products by including advice into the content section of the platform. If an insurance product fits to a specific topic of a blog post, the user is informed about it. For example, an article giving tips for running with a dog also gives a hint to pet health insurance. As a result, insurance products are presented in conjunction with cool content.
5. RESULTS – FIRST SUCCESSES
ALL.ACTIVE is available for everyone currently living in Germany. It is not tied to any insurance product from Allianz Germany.
- Over 53.000 activities were uploaded only two months after Go-live.
- Over 370.000 page views in the first two months
- In May & June > 3 Mio. active minutes
- 80% of the users have already reached a status level - almost half of the users possess silver
- Starting with 3 partners at the beginning, ALL.ACTIVE now cooperates with about 15 benefit and challenge partners – and the number is growing!
To discover more about ALL.ACTIVE powered by Allianz & Runtastic or to contact us:
- Instagram: @all.active_offical
- E-Mail: email@example.com