The Switzerland-based company has just launched the second stage of its long-term brand strategy that it hopes will lead to consumers thinking of it as a source of help and not just an insurance company.
Arun Sinha, chief marketing officer of Zurich, says the global Insights campaign depicts the benefits that customers can get from the company’s product and services. He adds that Zurich wants to demonstrate empathy and awareness of what is important to customers.
Sinha says this activity and the HelpPoints campaign launched in 2008 have helped the company differentiate itself in a sector still suffering from a lack of trust.
“Our message is resonating and we are being perceived as honest and open,” he claims.
The Insights TV campaign will include ads for its car, home and life insurance products in addition to its corporate and commercial products.
A print campaign will cover consumer, small and medium sized businesses and corporate products and services.
The latest campaign will see a 15% increase in the use of digital media. Online ads direct customers to a microsite with the resources and information dedicated to the particular “insight” of interest.
Publicis created the offline campaign, while Ogilvy created the digital activity. Media planning and buying was handled by Mindshare.