Traditionally, the insurer, Allianz, had benefited in Germany from being close to the consumer via an extensive network of agents. But the rise of search and price-comparison platforms had increased consumers' ability to find and select insurance offers. Allianz's rival, Ergo, had taken advantage of the changes in the market and grown whilst Allianz was struggling. Allianz took the step of running 30 year-old spots from a time when Allianz ads and their soundtracks were part of German popular culture in a bid to reconnect with consumers and restore the brand's growth. The ads became famous all over again via some high profile TV placements. Following the activity, Allianz grew turnover 100 per cent faster than Ergo. The estimated ROMI was Euro3.64 for every Euro invested.