The company
Allianz is a Munich-based, publicly listed insurance group founded in 1890 and one of the largest insurers in the world. It continuously looks to win students as new customers.
The challenge
Insurance is a crowded market: with so many providers, customers can switch quickly and at little cost, so providers have to stand out and earn loyalty. Choosing and engaging the right audience is what makes retention possible. Allianz wanted to grow long-term contracts sustainably and make its student-specific offers more visible.
The solution
Since 2020, Allianz has used Pathwize's formats for student product marketing. Students are addressed in an audience-specific way and activated toward signing up, which anchors the brand in their minds and puts the student offers front and centre.
The results
The crossmedia approach generated around 85,500 impressions and landed well with the audience. The email layer reached a booked audience of 3,000 with a 47.3% open rate and a 5.36% click rate, and the campaign helped Allianz close contracts while putting the brand firmly in focus with students.
“Thanks to Pathwize we closed many insurance contracts and put ourselves in focus as an insurance provider.”