"Publicis inspire" for Baloise: "It needed an idea with high altitude".

After the Rebranding of MetaDesign and the start of the agency "Publicis inspire" created for Baloise. the launch campaign for the new brand went on air. Based on the new positioning, "Publicis inspire" developed a communication platform with the guiding idea that behind every damage, every breakdown and every mishap there is also an idea, a drive or a sense of adventure. In short: inspiration. And we find this inspiration at all times and everywhere, because the world is an incredibly inspiring place. Thus, insurance is not associated with a loss and its negative consequences, but with a positive thought. But this basic idea is also applied to all other services.

The idea: Sometimes things work out, sometimes you learn. Under this motto, the campaign shows various learning moments. They are intended to manifest Baloise's new positioning and show what an inspiring partner can be. Thus, whenever possible, something positive should be taken away from a loss event. All the positive things that were experienced before the loss. The campaign was launched last week and can now be seen in Switzerland, Germany, Belgium and Luxembourg.

Advertisingweek.ch talked about this with Daniel Zangger, Head of Branding and Matthias Koller, Agency Lead "Publicis inspire".

Werbewoche.ch: How do you find an idea that fits all services?

Matthias Koller: We always try to find a universal truth as the foundation for an idea. Something that is true for all people and thus all messages can be dramatized with relevance. That sounds simple, but it's not at all. But when you have found such a truth, the measures and headlines often write themselves.

What are the challenges of finding an idea for different countries, where the brand has a different image in each case or has completely different awareness?

Daniel Zangger: Of course, all the needs of the various markets must first be met: Which products and messages are relevant? How do the target groups differ and which channels should be used in which country? Then you need an idea with a high altitude so that the implementations in the countries can be adapted to the market and thus the relevance is ensured. And of course it needs an idea that works in all languages - in this case German, French, Italian and Flemish.

What distinguishes the launch campaign for Baloise?

Matthias Koller: The basic idea that every mishap is preceded by something positive. Be it the wanderlust followed by a stolen piece of luggage. Or the creative drive before a child paints the wall. It is always an inspiration that leads to something that can end in a mishap or even a loss. And Baloise takes on the role of an inspiring companion here, encouraging us to try things and - if it doesn't work out - to learn something for a change. And so we can communicate about something positive, which in this category is a very differentiating kind of storytelling. And a very positive one at that.

Did it take overcoming to show a graffitied wall or destroyed couch?

Daniel Zangger: Actually, no, because the overdrawn damage elicits a grin and an "Oh dear." The damage belongs in the story, but plays only the supporting role. We want to tell small and entertaining stories that are taken from life. Everyone can identify with them and remember a similar situation where things didn't turn out the way they wanted at first glance. Even if it didn't work out, you take something positive with you. This positive attitude plays the main role in the stories.

Responsible at Baloise: Daniel Zangger (Overall Responsibility / Head of Branding), Thomas Klein (Baloise Germany / Head of Central Marketing & Corporate Communications), Corina Schuler (Baloise Switzerland / Online Marketing Manager), Maud Peruzzo (Baloise Luxembourg / Chargée de Marketing Digital), Julie Piessen (Baloise België / Verantwoordelijke Campaign Management). Responsible at Publicis: Matthias Koller (Overall Responsibility / CEO), Christine Florence Hansjosten (Creative Director), Sandy Pfuhl (Senior Art Director), Merlin Obrero (Junior Art Director), Désirée Stocker (Copywriter), Sandro Looser (Client Service Director), Adrianna von Moos, Dragana Knezevic (Account Director), Tanja Schuler (Junior Account Manager), Roger Oberholzer (Executive Strategy Director). Production: Stories, Pep Bosch (Director), Daniel Gebhart de Koekkoek (Photography), Daniela Berther (Producer). Responsible for image editing & advertising production: Prodigious, Carol Maag (Integrated Producer & Art Buyer). Media: Mediacom.