The campaign, devised by Publicis Dialog, will then be rolled out across Europe, beginning with Italy and Spain. Activity also embraces press and radio
Parent company Zurich Financial Services Group wants to achieve cut through with its new brand in a highly competitive marketplace. The company has also seen the effect of comparison websites, such as comparethemarket.com, on the marketplace, which have a focus of transparency and price. The insurance company also wants to make sure quality remains part of the customer’s shopping equation.
The marketing agency has created two animated characters, one representing the price of insurance cover and other representing quality, voiced by comic Alex Armstrong and actor Marc Warren. They will act as the brand spokesmen in all elements of the launch campaign, representing the two different sides of the new product.
In the first TV execution “Blue” is seen explaining the new product to the audience as “Orange” crashes through the set to cause chaos. The characters reappear to deliver the strapline “A little price, a lot of cover.”
The campaign is underpinned by a low price message guaranteeing to beat any renewable quote. Chief marketing officer for the brand Peter Corfield says: “In Zurich Connect we’ve created the very product the market was lacking – one that gives the duality of quality and price in equal measure. … the use of a double act to demonstrate the product in a tangible and humorous way is spot on.”
Direct marketing and online advertising has been created by OgilvyOne. The media strategy was developed and bought by Zed Media. The brand guidelines for Zurich Direct were developed by Rufus Leonard.