Allianz launches a new campaign with Mercedes
After five wins in the first five races, Mercedes is in the spotlight. Its partners are taking advantage of their association with the team, as Allianz is doing with its new road safety campaign.
This is not the first campaign of this kind that Allianz and Mercedes have implemented since they had already teamed up for an educational campaign during the 2013 season.
The purpose of the new campaign is clearly to highlight the safety elements that matter to Allianz’s customers, such as the seatbelt or the famous yellow vest for pedestrians. The videos feature Lewis Hamilton and Nico Rosberg in a humorous context while demonstrating the importance these safety elements have for everyone.
In addition to its partnership with Mercedes, the German insurer is still an official partner of F1, allowing it to display its logo on the safety car’s entire hood. The media exposure is then at its peak, as it was during the last Bahrain Grand Prix when the said safety car was leading the two Mercedes drivers, who were at the head of the race.
We can therefore observe that there is an underlying trend among the different stakeholders in F1 to associate with the “real world” and demonstrate the interest that F1 presents to the general public. For example, Smirnoff, during the announcement of its partnership with Sahara Force India, stated that one of its main communication focuses during this partnership would be to promote road safety and the responsible consumption of alcohol.
With the participation of www.Racingbusiness.fr
