Real people, real closeness: Insighters designs Mobiliar campaign
With its new campaign for the general agencies, Mobiliar aims to showcase what it has stood for since 1902: people who are there when they’re needed. The new campaign highlights the general agencies’ deep roots in their local communities and positions employees as authentic brand ambassadors in their regions.
"People don't need long clarifications at the crucial moment, they need help. This is precisely why we focus on proximity - with competent employees from the region who are available and make decisions locally," says Davide Pincin, Head of Marketing at Mobiliar. Sabine Leuba, Marketing Communication Manager, adds: "Every local campaign brings to life what makes us special: personal, uncomplicated and regionally anchored - thanks to the people who give Mobiliar a local face."
Local campaigns, national presence
The local campaigns and the subjects for the general agencies, which are also being played out in a national campaign, were designed by the creative collective Insighters. The responsible creative directors Susen Gehle and Andy Lusti: "The biggest challenge was to develop ideas that had a strong local impact and at the same time were designed in such a way that they could also be adapted to other locations. The solution was not a rigid subject system, but a flexible headline mechanism with attitude. This gives each general agency its own appearance, while still creating a common image: Proximity as a strength - in every region of Switzerland."
Real people and real closeness
All of the campaign's motifs show real employees in their authentic working environment. The imagery for the campaign was developed in collaboration with Per Kasch and other photographers to capture real, candid moments that reflect the customer experience with Mobiliar. A consistent visual language and concise headlines combine the individual elements to create an overall national image.
Now visible throughout Switzerland
After a successful pilot phase, the local campaign is now visible nationwide. On November 3, 2025, the roll-out of the national campaign will be launched for all 79 participating general agencies: outdoors, in local media and on social media. In each region, Mobiliar will show who is responsible for providing quick and direct help locally - including a telephone number and personal contact person.
With this national campaign, Mobiliar is making it clear that customer proximity and local expertise are not just promises, but a living reality in every region of Switzerland.
Responsible at Insighters: Andy Lusti (Creative Direction, Strategy, Concept, Text), Susen Gehle (Creative Direction, Strategy, Concept, Text), Fabian Esslinger (Art Direction, Graphics), Amina Elmallawany (Desktop Publishing). Other parties involved: Sighteffect (Per Kasch, Bildwelt) Detail AG (Litho, animation), Mediatonic (Media), Setaprint (Print), Stämpfli AG (Image Processing).
