Insights ads take Zurich strategy to second stage

Zurich Financial Services’ chief marketer says that its customer-focused proposition has helped differentiate it in a sector that is still suffering from a trust deficit.

Zurich
Zurich: Insight ads will help company differentiate itself

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here