Insurance giant Allianz has unveiled a new brand campaign ahead of the Olympic and Paralympic Games Paris 2024, aiming to unite Australians in their support for their nation and to drive brand memorability.

The campaign, developed by Howatson+Company, is centred around the distinctive 'Aahhh' sound that Australians make when cheering on their favourite athletes. It has two key messaging phases across owned, earned and paid channels: building excitement and awareness of 'Go Australiaahhh' prior to the games, and connecting Allianz to the games by celebrating all moments during the games.

Allianz’s Chief General Manager Consumer, Shez Ford, said: "‘Aahhh’ is the sound we made when Cathy Freeman sprinted into history, it’s the sound that we made watching the Courtney Vine score ‘that goal’, and it’s how we will celebrate every time an Aussie achieves the remarkable in Paris. Sport is a huge part of Australian communities and lives. And our Olympic and Paralympic partnership provides us with the opportunity to bring to life the every day Australians we serve that will be cheering our athletes on in their living rooms, in pubs and anywhere they can find a TV or Phone."

The campaign kicked off with a Teaser Campaign and will be followed by a six-week burst across TV, Outdoor and Audio, and key partner locations through outdoor and in-lift activity. The campaign will be brought to life through live activations, a significant earned media execution managed by Eleven PR, and social led activity.

Howatson+Company’s Group Managing Director, Renee Hyde, said: "This campaign captures the joy of celebrating our country’s best. The Olympic and Paralympic Games unite our nation – bringing communities together all over Australia".

Earlier this year, Allianz announced their new ambassador, swimming sensation Mollie O’Callaghan. Allianz has been the Worldwide Insurance Partner of the Olympic and Paralympic Movements since 2021, and in Australia a proud partner of Paralympics Australia since 2011 and the Australian Olympic Committee since 2019.