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Everyone knows what Keno is. It’s like bingo with a different name. As much a part of Aussie pub culture as schnitty and schooners. Yet the game’s familiarity was making it easy to look past.
To re-instate Keno’s icon status, we didn’t need to educate people about it, we needed to celebrate its culture and players. And so ‘Play on’ was born. A new brand platform that puts Keno’s glorious punters right where they deserve: smack bang in the limelight.
To launch, we created a 3 minute film based around the 3 minutes it takes between every game. And we ran it with 3 minute spots on peak TV – like the Olympic closing ceremony, the footy finals and the 6pm news. Making Keno unignorable once again.
The ‘Behind you for what’s ahead’ campaign is the first advertising expression of Allianz’s global positioning.
In our interpretation Allianz focuses on life’s every day, real and raw moments; celebrating the courageous choices Australians make to determine their future, in seemingly small but significant ways.
To choose is to provoke every Australian to reconsider their insurance, but also what’s important to their everyday lives – choose to always say goodnight, take on the Australian road trip, open up to friends, or to let your home be lived in. To determine our own future is something we all control and something Allianz values.
“Behind you for what’s ahead tells our customers who we are and what we stand for, and gives customers a reason to choose Allianz," Allianz Australia, chief general manager consumer Michael Winter says.