1. Allianz
2008-2009

2. Methodology
• Fieldwork conducted at Heathrow in June 2009
• Sample profile;
- Sample size (126)
- International business passengers
- Frequent travellers (5+ p.a.)
- CEOs, Senior Management and Middle Management
- 83% were business decision makers
- Had travelled through Heathrow in the last 12 months

3. An increased awareness of Allianz
“Could you tell me which of these brands you are aware of?”
Source: JCDecaux Airport 2009

4. Increased awareness of Allianz advertising
at Heathrow between 2008 and 2009
“Which of these companies can you recall seeing advertising for at
Heathrow?”

5. Visual prompts tested
“Do you recall seeing any of these Allianz adverts in this airport?”

6. Total Ad awareness increases from
beginning of 2009 to end of 2009

7. Brand awareness is now equal to HSBC’s
• HSBC consistently highest recalled financial
£000s 2006 2007 2008
advertiser in Heathrow
• In 2009 HSBC dropped media spend, HSBC
428 556 510
with brand awareness dropping to same level Connectors
as next competitor
Brand
- 2008: 96% were aware of the HSBC brand - 96% 74%
Awareness
- 2009: 74% were aware of the HSBC brand
• Allianz increased spend at Heathrow by 64%
between 2007 and 2008 ALLIANZ
0 478 769
• 2009 Allianz became the joint highest recalled (Total)
financial brand at Heathrow, with higher brand
Brand
engagement than HSBC - 71% 74%
Awareness
-2008: 71% were aware of the Allianz brand
-2009: 74% were aware of the Allianz brand

8. Allianz tops brand value statements
• In 2008 HSBC was the highest
performing financial brand in 14
brand values statements
• After Allianz increased spend
HSBC ranked second to Allianz in
9 of the same 14 brand statements