ALLIANZ FRANCE PLAYS THE ROLE OF VACATION ENTERTAINER WITH A POSTER CAMPAIGN THAT BRINGS SMILES, DEPLOYED IN OVER 230 STATIONS THIS SUMMER
Supporting holiday departures and arrivals at vacation destinations
After the success of its TV campaign "The Alphabet Book", launched at the end of 2024, which emphasized its commitment to proximity with the French people, Allianz France is going even further by investing in train stations with an unprecedented, innovative, and large-scale poster campaign. This campaign will roll out in four successive waves starting July 11, 2025, every weekend until August 3, 2025, during the key summer travel season.
By positioning itself during these peak travel times, Allianz France gains enhanced visibility among travelers in stations—strategic places for both movement and connection.
A Promise of Proximity That Travels Across France
Allianz France provides close service to its more than 5 million clients through over 2,600 agencies spread throughout the country, including in towns with fewer than 30,000 inhabitants and rural areas. In fact, 94% of French people can reach an Allianz point of sale in under 20 minutes.
With this new campaign, created in collaboration with Ogilvy Paris, Allianz France extends its promise of proximity—“Everywhere in France”—beyond the TV screen. Deployed in 238 train stations across France, the campaign is based on a dynamic and contextual DOOH (Digital Out-Of-Home) system from MEDIATRANSPORTS, designed to highlight each city specifically.
The concept is simple and effective: to show that Allianz France is not just present everywhere but is an active part of everyday life in the communities.
In each station, travelers see a unique message tailored to the name, history, geography, or spirit of the city, presented with a light and humorous tone. The creative teams developed over 230 humorous taglines—not with the help of AI, but with the contributions of planners, salespeople, and even Allianz France clients.
“This personalized poster campaign shows that a big brand can also speak to individuals with accuracy and care. By contextualizing our messages in over 220 cities, we aimed to surprise: an insurer can make people smile and stay close to its clients and prospects. This is the kind of vibrant and authentic proximity we want to promote all over France and celebrate this summer.” — Constance Wiblé, Brand and Communication Director, Allianz France
A First in DCO: Technology at the Service of Personalization
This groundbreaking campaign is a first for MEDIATRANSPORTS, in partnership with WPP Media (Mindshare and Screenbase), and leverages DCO (Dynamic Creative Optimization) technology. Thanks to this tech, messages automatically and in real time adapt to the location of the station, offering dynamic, geolocated personalization.
This guaranteed programmatic buying system enables smooth and optimized visual delivery. This innovative method aligns perfectly with Allianz France’s strategy of proximity while strengthening its regional presence through hyper-contextualized communication.
A Multi-Channel Campaign Rooted in Local Communities
This DOOH component is part of a broader communications plan including:
- A TV, digital video, and social media campaign already live since June 30
- A presence in regional daily newspapers starting mid-July
- Poster ads on tramways in six major cities (Paris, Marseille, Bordeaux, Toulouse, Nice, Rouen), with similarly localized messages
“With this innovative, ultra-localized DOOH setup, we’re taking a new step in territorial communication, in the service of proximity. This unique approach makes Allianz France a distinctive player, deeply connected to the identity of each region, at a key moment of the year: summer vacation.” — Christophe Dépont, Brand, Advertising, Social Media, and Partnerships Director, Allianz France
