Allianz Deutschland AG relies on a newsroom concept for its corporate communications. The most important digital instrument is the website allianzdeutschland.de, developed jointly with THE DIGITALE, which reaches multipliers, journalists and customers alike and inspires them with its journalistic storytelling.
Factual, technical, blue: this is how allianzdeutschland.de presented itself in spring 2015. Since its inception, the website, primarily used as a platform for media information, has primarily addressed journalists and experts. This has changed fundamentally since the relaunch: allianzdeutschland.de became a storytelling platform on which the company tells interesting and relevant stories about the world of insurance.t.
A sustainable and successful strategy, which received an Econ Award in 2016.
Journalists, influencers, customers and non-customers get an insight into the Allianz cosmos and are thus bound to the brand. Content for the website is produced for digital distribution in Allianz Deutschland’s newsroom or taken from other publications such as the award-winning magazine “1890” and optimized for the online edition.
Content marketing strategy focuses on brand loyalty and conversions
In the course of the multi-phase strategy, coverage and credibility were initially built up. In the second phase, conversion, i.e. the sale of insurance products via links on allianz.de, plays an increasingly important role. Prominently placed product boxes enable the transfer of website visitors to the sales page allianz.de. Thus, corporate communications works hand in hand with colleagues from marketing.
Content management system enables efficient editorial operation
To ensure that the newsroom can act quickly and flexibly, THE DIGITALE implemented the CoreMedia content management system, which is also used to operate high-reach sites such as T-Online.de. CoreMedia not only meets all security requirements, but is also geared to the highest peak loads. It thus offers the Allianz newsroom everything it needs to ensure the operation of a modern online magazine.
The design followed a Mobile First strategy, but even desktop users will find a tidy page in the modern tile design. The clear page structure simplifies usability and, in combination with the speed of the website, ensures an excellent user experience on all end devices.
Magazine concept with the sections „Erzählt. Erklärt. Erlebt.“
At the heart of allianzdeutschland.de is the magazine section, which is divided into the sections „Erzählt. Erklärt. Erlebt.“. Here, personal stories, reports and portraits of insured persons and Allianz partners are presented, useful guides and service topics are presented in multimedia form, and study results are clearly explained. The sports world around Allianz partner FC Bayern and sponsoring activities such as the Paralympics also illuminate Allianz in exciting stories and attractive pictures.
The content strategy: added value for the user
The magazine articles do not necessarily focus on Allianz and its products – many texts do not even mention the company. A strategic decision, because the focus of the new concept is primarily on the user: he should have an experience that makes him a returning reader and significantly increases the length of stay. And allianzdeutschland.de does this with interesting stories that offer users relevant information and introduce them to the wide range of Allianz topics through strategic links – without having to submit an insurance policy immediately and directly.
The press area is still prominently connected, but no longer plays a central role. In the “Mediathek” section you will find numerous videos and pictures for your use as well as the print issues and brochures of Allianz in PDF format.
THE DIGITALE as a full-service provider for the newsroom
Allianz Deutschland’s newsroom fills the page with editorial articles on current and relevant topics. She supports the editorial team of THE DIGITALE in a variety of ways, be it CMS maintenance, search engine optimization of the texts or the visual preparation of the articles. Personal CMS training courses and update briefings at the customer’s headquarters in Unterföhring also ensure that the Allianz team is kept up to date with the latest technology and that smooth operation is guaranteed at all times.
Allianz Germany and THE DIGITALE win ECON Award
Allianz Deutschland AG and THE DIGITALE have won an ECON Award 2016 in bronze for allianzdeutschland.de in the area of corporate communications.
The jury’s statement:
Allianz Germany has adopted a new approach to this remarkable website. The page becomes the central element of storytelling. Here stories are told in an entertaining and up-to-date way, creating a modern news magazine. In this way, the insurance company visibly establishes itself as a company that is in constant dialogue with customers and partners. The very good usability and the fast way to important information make the site a valuable instrument of corporate communication.