Allianz

In 2016, Allianz’s Czech branch chose Blueberry to provide marketing services for them. Since that time, Blueberry has become a trusted collaborator, working on a range of programatic (PPC, RTB), SEO, and Facebook campaigns. In one year, it’s managed to raise conversions on travel and car insurance by 33%.

Allianz

About the client

Allianz is the world’s largest insurance company, present in over 70 countries and serving more than 80 million people. Its Czech branch is the third largest insurer in the country, providing insurance to over 700,000 residents.

Allianz

Collaboration

  • 1

    1 year and going

  • mouse

    PPC

  • rtb

    RTB

  • SEO

  • analytics

    Analytics

  • social

    Social

Challenges

After months of using two agencies for marketing tasks (PPC, SEO, social, and more), Allianz’s Czech branch was feeling the strain of extra coordination. Time wasn’t being used effectively, work was becoming routine, and the agencies weren’t as flexible as Allianz would have liked. Given the length of the cooperation, Allianz felt it was time to see how their agencies stacked up in the competitive market by preparing a tender. It set out to find a single organization for all its marketing tasks- one that could work effectively, and breathe new life into work that was becoming mundane.

Inception

In the tender that followed, Blueberry was selected as up to the task.

As Allianz and Blueberry started working together, new processes had to be established. Weekly in-person status meetings were set up and a yearly success fee formed the backbone of the collaboration. The first year focused on increasing travel and car insurance conversions. Smaller projects involved various PPC, RTB, SEO, and analytics tasks, as well as Facebook campaigns.

What made an impression on us was that Blueberry looked at things in a more complex way and even wanted to work with the content of the website, so that we could move in an optimal direction towards results that are important to us.

Ondřej Fronček, Online Marketing Specialist

Collaboration

Blueberry was able to accomodate Allianz’s need for greater flexibility and a human approach. When a task needed to be done quickly, the necessary amount of time would be allocated to ensure this. And as a full-service agency, Blueberry could provide services outside the realm of marketing,such as graphic design, when it was needed, and frequent communication kept things in check. As a result, Blueberry became a valued partner, and has been both consulting for Allianz on marketing issues and taking part in strategic discussions.

To me, Karel Parizek’s approach and vision is what I value the most. He has this complex view on a problem and approaches it as a whole. He can think about activities from a broader viewpoint… I consider Karel as a key player in my mental preparation. Sometimes these decisions are pretty big and I’m glad that I have someone to sit down with and say: ’Is this the best solution possible?’

Ondřej Fronček, Online Marketing Specialist

Results

Blueberry was able to cover all of Allianz’s marketing needs, as well as have a more flexible, human approach that was previously missing. This translated to concrete numbers. In the first year of working together, Blueberry:

  • Reached the highest possible bonus allowed by the success fee, raising conversions by 33%

  • Increased car and travel insurance sales by 43% through PPC activities

  • Increased return on ad spend by 19%

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