A WORLD PARTNER OF THE OLYMPIC AND PARALYMPIC MOVEMENTS, ALLIANZ IS SETTING UP WITH FRANCETV ADVERTISING A LONG-TERM COMMUNICATION DEVICE TO MEET ITS AMBITIONS. RODOLPHE PACHOT, DIRECTOR OF THE ALLIANZ FRANCE BRAND, REVIEWS THIS COMMITMENT AND ITS VALUATION.
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Rodolphe Pachot, Brand Director Allianz France
Rodolphe Pachot : Allianz has been involved with the Olympic Movement from the start of 2020 in France. We must keep in mind that sport is in Allianz’s DNA through the many commitments to athletes, clubs or federations in many disciplines. Allianz is thus a partner of football, athletics, golf, but also of Formula E, after having been in F1. Sport is an avant-garde laboratory in the field of health, which is at the heart of our profession as an insurer. Moreover, since Allianz has been the leading insurance brand in the Interbrand ranking for two years, it seemed appropriate to us to join forces with the biggest sporting event in the world. We are committed until 2028, with the climax for Allianz in France, the Olympic Games in Paris in 2024.
HOW DOES THIS OLYMPIC COMMITMENT WORK?
Rodolphe Pachot : We don’t just associate our brand with the Olympic and Paralympic Movements, we support them. For example, we have created a Team Allianz which brings together and supports high-level athletes in their preparation for the Olympic and Paralympic Games. We have developed around them a brand content strategy in digital but also in television, in particular through specific Olympic Games billboards with Clarisse Agbegnenou, quadruple world champion in judo, Olympic vice-champion in 2016. We are also a sponsor. short Destination 2024 programs broadcast on France Télévisions which offer portraits of French sports hopes.
WHAT DEVICE IS IN PLACE?
Rodolphe Pachot : France Télévisions being the official and exclusive free-to-air broadcaster of the Olympic Games, it is the most relevant. The short programs Destination 2024 have been broadcast from last summer until July 2021, i.e. three times per weekend on France 2, France 3 and France 5 for 47 weeks. Added to the broadcasting of our billboards associated with all their reruns on France.tv and FranceTV Sport, the Destination 2024 device offered by FranceTV Publicité provides us with a performance of 255 GRP over 25-59 year olds, with 44% coverage of the target and a repetition rate of 5.8, or more than 67 million contacts!
WHAT ARE YOU WAITING FOR?
Rodolphe Pachot : We are on a long-term strategy to work on our notoriety and our image. This partnership with France Télévisions will allow us to maintain a common thread around the games but also between two Olympiads, via billboards, sponsorship and other initiatives to come. Ultimately, we are counting on a gain of 1 to 2 points of awareness for Allianz.
• The Expert Focus
–Nathalie Dinis Clemenceau, Deputy Chief Commercial Officer of FranceTV Publicité
France Télévisions, historical partner of the biggest sports spectacle in the world, will broadcast the entire Tokyo 2020 Olympic and Paralympic Games. Joining forces means sharing universal values (diversity, excellence, transmission, etc.) . It also means benefiting from exceptional audiences: 44 million viewers had watched the Rio 2016 Olympic Games and 170 million videos had been viewed on France TV Sport platforms. In a context of very strong expectations from viewers around the world, France Télévisions will mobilize all its branches for exceptional coverage of live shows and the best moments, the opening and closing ceremonies, not to mention the dedicated magazines. In addition to communications in traditional spaces, the management innovates with a social device offered on Snapchat for young people (sponsorship of premium videos produced by France TV Sport) and the interactive skin content format, for a presence at the heart of live streams in France .TV. The Tokyo 2020 Olympic Games will take place from July 23 to August 8, 2021 … while waiting for those in Paris in 2024!
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