Standing Ovation uses the SVV anniversary to reposition itself
The Swiss Insurance Association (SVV) is celebrating its 125th anniversary—and is using this milestone as a strategic opportunity to reposition itself. Standing Ovation is supporting the association in this endeavor.
Together, Standing Ovation and the industry association developed a communication concept that will have an impact far beyond the anniversary year. The starting point for the collaboration was the realization that "we are living in the safest time in history - but it doesn't feel that way". At a time when objective security and subjective perceptions of security are becoming increasingly disconnected, trust is becoming the central currency.
The answer to this challenge is: "Safety is more than just a feeling." People can feel safe even though there are risks - or feel unsafe even though objectively there is hardly any danger. The idea makes this contradiction visible and encourages people to question safety in a new way. The SIA acts as an active bridge builder between the industry, politics and society. The concept is intended to show what role insurance companies can play in social change.
Cross-media concept
At the heart of the campaign is an integrated, cross-media concept that creates a variety of touchpoints: from specialist talks and educational content formats to initiatives in the field of educational work.
With the concept developed, the SIA is staging its 125th anniversary not only as a retrospective, but above all as an occasion for a future-oriented dialog. Jan Mühlethaler, Head of Public Affairs and Communication at the SIA, explains the strategic framework for long-term communication: "Today, security is redefined on a daily basis. As the Association of Swiss Private Insurers, we are committed to creating optimal framework conditions so that customers experience our industry as a prudent, innovative and trustworthy partner."
"Together, we used the SIA's 125th anniversary as a strategic milestone - not just to celebrate, but as a moment of repositioning," adds Thomas Volprecht, Head of Strategy at Standing Ovation. "With the guiding principle 'Safety is more than a feeling', we not only initiated a relevant social discussion, but also laid a solid foundation for future communication."
