AIG – TackleTheRisk

L’assureur AIG s’offre depuis quelque jours une campagne pour le moins percutante au Japon avec 9 joueurs de l’équipe de Nouvelle-Zélande de Rugby, les All-Blacks. Cette campagne, intitulée « TackleTheRisk » a pour objectif de sensibiliser et informer les japonais sur les dangers du quotidien et les accidents de la vie les plus fréquents qui nécessitent du coup très souvent l’intervention de votre police d’assurance. 

Dans cette publicité où les plaquages s’enchaînent à vitesse grand V, on retrouve Jérôme Kaino, Brodie Retallick, Tawera Kerr-Barlow, Steven Luatua, Codie Taylor, Anton Lienert-Brown, Liam Squire, Scott Barrett et Damian McKenzie, du coup pas de « joueur majeur » des All Blacks présent dans cette vidéo. Mais cela n’empêche pas cette vidéo de générer de nombreuses vues sur les réseaux, puisque rien que sur la page facebook d’AIG Japon, la vidéo affiche plus de 10 millions de vues, avec plus de 150 000 partages, 5 000 commentaires et 5 000 likes et autres réactions. Sur Youtube, cette vidéo affiche plus d’1 million de vues. 

A l’heure où les marques et compagnies d’assurance cherchent à créer une relation emotionnelle avec leur public, AIG offre un « twist » intéressant en montrant les joueurs de rugby en train de plaquer allégrement de simples civils dans la rue et de les sauver des accidents et autres débâcles du quotidien.

Un bel exemple et une belle utilisation du sponsoring de la part d’AIG qui utilise ce partenariat pour personnifier la marque et lui donner corps aux yeux de sa population cible, et surtout casse les codes publicitaires de l’industrie de l’assurance.

 

 

 

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