In Milan’s Triennale Museum, the heads of this leading insurance company officially presented the rebranding in front of hundreds of employees during an event conceived by the Italian agency Events In & OutMondial Assistance, a leading consumer specialty insurance and assistance provider, has rebranded to Allianz Global Assistance. Allianz, parent-company of Allianz Global Assistance, is the 20th largest company in the world (Forbes Global 2000, 2011) and 67th most valuable global brand (Interbrand, 2011). In Italy all this has been celebrated with a highly participated convention, organized by the Italian event agency Events In & Out, which took place in the historical Palazzo della Triennale, in Milan, in front of hundreds of the company’s employees.
The campaign and the concept
This convention was the peak of a long internal campaign – as it happens in the best business communication practices – managed with the help of an advertising agency. Over the months, many employees gave their testimonial to the concept of “change”, commenting on its values in both visual ads and interview shootings which, made by Mondial and then selected and assembled by Events In & Out, turned to be an important part of the convention.
The event project, realized by Events In & Out, directed by Annamaria Ruffini CMP, in collaboration with the former Mondial Assistance, provided as a location the “Triennale”, in Milan, located inside the Palace of Art building, the park grounds adjacent to Castello Sforzesco. It hosts exhibitions and events which highlight contemporary Italian design, urban planning, architecture, music, and media arts, emphasizing the relationship between art and industry and thus being an effective metaphor for all that is innovation. Innovare per crescere (Innovate to grow up) was, not coincidentally, the title of the convention.
The Museum of the Triennale, on the first floor of the building, exclusively reserved, hosted the entire event from the welcome cocktail, which was followed by the convention, that as a soundtrack had the famous Wind of change by the Scorpions, here proposed in a sparkling rearrangement by the musician Alessio Cona. The event took benefit from the great creative and logistics effort of Events In & Out, which had set the room with a magnificent background supported by lighting effects progressively turning from red to blue, thus exemplifying the transition from the old logo (whose dominant colour was red) to the new one (whose main colour is blue).
During the convention the major world and Italian Allianz managers introduced in detail what it means for the company moving to the new brand, in terms of evolution, innovation, diversity of people and ideas, competitive advantage. Speeches were given by the Regional Director Claudio Plevisani, the CEO and General manager Paola Corna Pellegrini, the Head of the Allianz markets for Europe, Middle East and Africa Ida Luka-Lognoné and Pedro Martins, Head of employee and executive communications.
Then the Italian showman Patrizio Roversi, well known in Italy for his numerous television appearances, stepped onto the stage. He let the movie run, made both emotional and fun by the Events In & Out editing, in which some employees spoke about their own experience and expectations about the rebranding. Later, while Roversi stressed the importance of people in the future success of Allianz, a slide show started with pictures of the faces of all the 74 employees involved in the casting for the internal campaign. This was really exciting, because it properly recreated the “team atmosphere” and remarked on the attention and consideration that the company pays to the human resources.
Paola Corna Pellegrini then returned onto the stage, and with Roversi gave a brilliant talk show announcing, with humour and vivacity, the great expectations that the company sets on its rebranding.
Finally, Corna Pellegrini and Roversi presented the eleven visuals of the internal campaign and the two of the external campaign, rewarding the employees-testimonial with especially tailored statuettes.
Afterwards the dinner buffet was held in the lobby, furnished with numerous totems reporting the visuals of the campaign. The main hall, all lit up in the logos’ shades of red and blue, was meanwhile fully reorganised (in just half an hour, a record time considering the size of the room), changing its looks from meeting room to lounge, with modern furnishings extolling the bright colours. The guests, after dinner, were accommodated for the official toast and the cutting of the cake with the new company logo. The evening then ended up with live music in the disco style.