Allianz Worldwide Partners entered the roadside assistance market with a product called GotU. Dominated by big membership-based players, this new alternative gave drivers a refreshingly different way to get help, by allowing them to pay for the service they needed, only when they needed it.
‘Just when you need it’ was the fitting statement of this brand repositioning and was expressed through a playful campaign that focussed on those vehicular woes we all face – the moments when you really need a rescue – via radio, outdoor, social, and video content.
