AIG
Since 2019, we’ve partnered with AIG to highlight their sponsorship of the AIG Women’s Open through campaigns across TV, social, digital, print, collateral and influencers. To make it truly impactful, we wanted to come up with an idea equally applicable to the world of insurance—and the golf green. Recognizing that allies are vital in all walks of life, in year one we launched our integrated campaign, AIG Allies, positioning AIG as the support system for their clients, employees, and the female golfers.
But beyond the launch, the idea of allyship permeated the ranks of AIG and became a rallying cry for the organization at large, inspiring them to create change for their company, employees, clients and female athletes. And little did we know how prescient of a message this would be come 2020.
With the bulk of sporting events cancelled nationwide, and women athletes feeling the impact of the Shecession, AIG wanted to help women golfers have a chance to tee off, generate income, and play the sport they love. And they did, making the impossible possible and successfully hosting year two of the AIG Women’s Open.
To acknowledge the state of the world during the event, we created a spot called “The Spark”, and the catalysts that jumpstart everything in life from a love of golf to a national movement. An accompanying influencer campaign with posts from Rose Lavelle, Sloane Stephens and Katie Couric sharing her own ‘spark’ drove further buzz.
In 2021 as the world inched back to normal, the AIG Women’s Open reopened to spectators in the UK so we expanded our campaign footprint to include production of collateral for players and VIPs. Additionally, we created 5 new spots including two that were anchored with AIG’s ambassadors, 2018 AIG Women’s Open champion Georgia Hall and 2020 champion Sophia Popov. We secured media placements with the London Times and partnered with female athletes to amplify our message and broaden the campaign reach.
And people noticed. Over the three-year campaign run, we generated 150 K social posts, reached over 2 million people and garnered over 60 million impressions. We reminded female golfers that AIG was now—and has always been—allies to women both on and off the green.
And we reminded the world that no matter what you are doing, it takes an ally.
AIG: Know Their Names
We created two spots that feature pioneering women in AIG’s history and in women’s golf titled “Know Their Names” and “The First Shot.” Both spots recognize the bold steps these women took for champion sports and professional advancement, and position AIG as an ally to the women who follow in their footsteps.