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Allianz Direct research found that one in three 18 to 29-year-olds has never bought travel insurance. Yet most say being insured matters when they travel. The gap is not intent. It is delay, convenience, and low confidence in what to choose. For many, insurance feels complicated, dull, or like something to sort out later. And that later often comes too late.
Allianz Direct set out to break the pattern without preaching or overexplaining. The challenge was clear. How do you make a traditionally unexciting topic feel relevant, relatable, and worth talking about for a younger audience?
The campaign aimed to increase young people’s awareness of why travel insurance matters and prompt them to consider it as part of their trip planning. Allianz Direct set out to spotlight the risks of travelling uninsured, tackle common misconceptions, and build practical understanding – making it easy for young people to check what they need for their own plans.
Alongside this, the campaign had a clear PR objective: to put uninsured travel among young people firmly on the media agenda and spark wider public debate.
The campaign put a typically overlooked topic on the agenda – and made it easy to talk about. It didn’t just reach young people; it activated them. More than 6,000 people took part in the competition, testing their travel insurance knowledge through an interactive quiz. And it reached the right audience: 75% of those reached were aged 18–34, the core demographic Allianz Direct wanted to engage.
Momentum built fast across social and traditional media, delivering a total reach of 2 million. Influencer activity drove a strong average ROI of 235%.
