When one of the world’s largest insurance organizations set out to disrupt the insurance marketplace and took its “Active Care” value proposition to Japan, the combined muscle with creativity earned it one of the highest returns on sponsorship investment through social media to date.
American International Group (AIG) created #TackleTheRisk, an original three-minute online film starring the New Zealand All Blacks rugby team members using their heroic athleticism to prevent imminent danger in the streets of Tokyo. Literally tackling unsuspecting men, women and children – the storyline connects AIG, the All Blacks and risk prevention in Japan – a growing rugby market and host of the 2019 Rugby World Cup.
Daniel Glantz, Global Head of Sponsorship, AIG said:
“Our goal was to create something memorable and symbolic of AIG’s disruptive approach to insurance in Japan. The online medium gave us some flexibility to be edgy in our approach and this allowed us to create something that really leaves an impression on viewers.”
It did leave quite an impression, with more than 110 million views of the film and thousands of new followers on AIG social media accounts in less than 2 months following the launch of the campaign. Taking into account the expense of professional production and circulating the film on owned social media channels, AIG’s return on this particular investment is approximately 70 to 1, according to Glantz.
An independent sponsorship valuation conducted by Nielsen Sports shows the video produced more than $17 million in sponsorship exposure value on social media alone, on top of approximately $5 million in public relations exposure through traditional print and broadcast channels.
Rajiv Khanna, Head of Digital and Social, Nielsen Sports North America said:
“Nielsen Sports found that four out of the top five valued social media posts of the film were non-AIG placed accounts, showing that branded content has the potential to go viral if it is well-produced, contextually aligned and engaging.”
Daniel Glantz added:
“AIG measures its sponsorship success in a variety of ways, taking into account customers, agents, stakeholders and employee engagement.
“As Sponsorship has grown organically from a small investment to a much larger one we have started to align the investment more closely to the business, sales channels and as such have a far greater need for data, measurement and increased digital integration.
“There is no question that data is playing an important role in assessments, valuation, benchmarking, and adjustments over time for the effective utilization of sponsorship benefits.”
*Image courtesy of AIG