Zurich Insurance Group has launched a new global brand campaign centred on its great customer service, created with long-standing creative agency 72andSunny Amsterdam.
“We don’t just cover. We care” is an ambitious, 360-degree campaign that focuses on building brand consideration for Zurich. The campaign has rolled out in more than 10 markets including: Australia, Spain, Portugal, Chile, Malaysia, Italy, Brazil, Argentina and Switzerland, with other markets to follow.
The creative is designed to drive brand consideration by turning the anticipated experience of insurance on its head and challenges the assumption that people’s relationship with their insurer is mainly transactional to show that the brand really cares.
72andSunny developed a flexible global creative system to maintain brand consistency while allowing market-specific adaptation across media to ensure the campaign resonates in local markets. This includes outdoor, social, digital video, TV and retail advertising.
This campaign builds on the “What can go right” brand platform which is rooted in optimism. This has allowed Zurich to stand out in a category dominated by preconceptions.
In the four years since it was launched, “What can go right” has delivered significant improvements for Zurich, both in brand consideration and business performance.
“We want to stand out from the crowd with our customers,” Conny Kalcher, group chief customer officer of Zurich, said. Pictured: Campaign still
“Our latest brand campaign encapsulates the essence of everything we’ve been working towards in recent years. We want to stand out from the crowd with our customers,” Conny Kalcher, group chief customer officer of Zurich, said.
“When someone is making an insurance claim, it’s generally when something bad has happened. This is where we have to move beyond a transactional exchange to really emotionally connect with our customers in that moment to show we really care. Just providing insurance isn’t enough, we need to really understand our customers and meet their needs.”
Simone Moessinger, ECD, 72andSunny Amsterdam, added: “The original ‘What can go right?’ brand platform established a distinctive brand identity for Zurich, rooted in informed optimism.
“Now it’s time to build on our success metrics – which have shown significant improvements in brand consideration and business performance across markets – by highlighting the premium care that Zurich extends to all its customers.”
Simone Moessinger: ‘Now it’s time to build on our success metrics – which have shown significant improvements in brand consideration and business performance across markets – by highlighting the premium care that Zurich extends to all its customers.’ Pictured: Campaign still
Credits
Agency: 72andSunny
Client: Zurich Insurance Group
Sector: Insurance and reinsurance
Client team: Daniele Calderoni, Frank Reitgassl, Iro Fakou
Account Team: Victoria Turner, Mariona Valls Setó
Strategy: Rui Ferreira
Executive Creative Direction: Simone Moessinger
Copywriting: Valeria Raimondi
Art Direction: Blaz Verhnjak
Production: Julie Bourges, Sigfrid Marine
BA: Selam Kehishen, Barrie Williams
Production Company: SMILE SPAIN
Director: XOXO (Tessa Dóniga Johnson and Paula Martin-Ferro).