#MarketingExcellenceAwards PH 2021 highlights: Allianz PNB Life wins Filipinos' hearts by making moves in mobility

The Philippines saw a spike in demand for bicycles during the pandemic as Filipinos did not want to risk contracting the virus. This led to a growing gap between supply and demand, and Allianz BNP Life decided to solve the mobility issue by providing items such as bollards for bike lanes, as well as organising webinars on bicycle care and safety. Allianz PNB Life’s ability to effectively address an issue it spotted in the community allowed it to clinch gold in Excellence in Corporate Social Responsibility at MARKETING-INTERACTIVE's Marketing Excellence Awards Philippines 2021. 

Challenge 

When lockdowns and quarantines came into effect in the Philippines in March 2020, Filipinos wanted to reduce their use of public transportation. Riding together in close quarters on a public vehicle made it too conducive for the virus to spread.  This led to an uptick in the use of bicycles among Filipinos to get around. However, the number of cyclists and the demand for bicycles surged so quickly that the waiting time for a good mid-ranged bike could last for weeks, or even months. This also led to an increased need for bicycle lanes, sheds, repair stations, and bicycle racks. 

Strategy 

As a global sustainability leader, Allianz PNB Life wanted to solve the mobility issue brought about by the pandemic. To that end, Allianz PNB Life decided to launch Ride Safe, a CSR campaign aimed to encourage more Filipinos to rekindle an interest in cycling. The initiative would be the first of its kind and something that has not been done by other players in the local market. Allianz PNB Life built on Ride Safe’s impact and relevance through partnerships with like-minded local government units such as the Cities of San Juan and Manila led by mayors Francis Zamora and Isko Moreno, respectively. 

Execution 

Allianz BNP Life provided San Juan City with bollards for bike lanes, solar-powered pits, as well as a rest and repair station where cyclists can stop to take a breather, or do repair work on their bicycles using the provided air pump and bicycle tools. Additionally, it provided Manila with creative bike racks in a combination of art and functionality, matching the theme of the specific location in Manila. This addressed the city’s need for bikers to have places to park and lock their bikes. 

On top of the infrastructure, Allianz BNP Life wanted to address the need for behavioural and educational change. It collaborated with bike organisations and partners such as Maxicare to promote its advocacy for physical and mental wellness through cycling, awareness and education programs. Additionally, Allianz PNB Life held webinars on bicycle care and safety with local bike-group leaders. The webinars were well-attended and audiences were engaged, which show Filipinos’ rising interest in bikes.  

Allianz PNB Life also plans to extend Ride Safe to other parts of the country and support more Filipino cyclists, especially those who are just beginning to discover the joys and benefits of biking. 

Results 

Allianz Ride Safe invested a total of PHP 9.8 million on Ride Safe. In return, Allianz PNB Life has received over PHP 112 million in media value, over 10 times the return of a standard advertising media spends. The campaign was also able to successfully strengthen the connection between the brand and sustainability.  

Furthermore, this campaign has strengthened the connection between the brand and its connection to sustainability as a means to fulfil our company purpose of “We secure your future”. By extension, the purpose-driven marketing campaign also showed how Allianz PNB Life secures the future, not through its insurance products for clients, but also by addressing sustainability issues of the communities it operates in.