The Allianz Ramp was installed in Engelberg, Switzerland to spark confidence for the year ahead. People around the world were invited to submit their resolutions for the year ahead by visiting the Allianz Facebook or Instagram page and sending a direct message with their wish and a heart emoji.

Florian Scheiblbrandner, head of Allianz Studio at Allianz SE, says, “The New Year is a time of reflection, where people come together and make resolutions for the year ahead. As we close another challenging year, we wanted to give people the opportunity to share their wishes in a never-before-seen way because we believe that expressing one’s hopes and dreams brings them one step closer to taking action and making them a reality.” 

By encouraging a direct communication stream with its customers, the campaign worked to humanise the brand while also increasing traffic to its social media accounts. The digital campaign also worked to improve positive brand associations as it looked optimistically towards the new year.

Once submitted, users received a confirmation noting the date and time to watch their resolution manifest in a lightshow production as it was launched from the Allianz Ramp into the universe. The resolutions were launched across the sky using projection mapping and other light effects. Between 2 – 7 January people could then tune in to watch the daily livestream on the Allianz Facebook or Instagram page.