Pax and Standing Ovation celebrate 150 years with a green sofa
To mark its 150th anniversary, Pax is breaking new ground: with a green sofa traveling across Switzerland. The pension insurance provider is using the anniversary as a starting point to strengthen its brand presence. In collaboration with the brand experience agency Standing Ovation, a year-long 360-degree campaign is being launched that publicly showcases, for the first time, what Pax stands for—today and tomorrow.
150 years of experience and recently rather discreet. Pax is now changing that. With a nationwide campaign, the cooperative pension insurance company is consciously bringing itself back into the public eye.
When positioning takes shape
A green sofa appears. On the railroad track. In the old town. On the ski slope. It's more than just a piece of furniture - it's a symbol. Under the slogan "Where provision is at home", an abstract topic becomes tangible: Precaution as a feeling. As familiarity. As a place where people feel safe - in the midst of everyday life.
"The green sofa is our symbol for a feeling that, at second glance, has a lot to do with care: Being at home. It promises stability, comfort and a sense of belonging. And stands for a life that leaves room to be human," explains Samuel Maier, Senior Marketing Manager at Pax.
Anniversary as a strategic stage
Standing Ovation carried out comprehensive market and stakeholder analyses and derived the campaign idea and the dramaturgy for the anniversary year from this. In-depth psychological interviews, stakeholder dialogs and the comparison of self-image and external image clearly showed that Pax is about financial security, but above all about one feeling: security.
Where strategy and design have an impact
While Scholtysik & Partner developed the brand strategy and brand design, Standing Ovation translated the strategic insights into a tangible format. The result was a 360-degree campaign with a clear line - consistent in its storytelling, consistent in its impact.
Surprising actions in public spaces, a Switzerland-wide image campaign and short digital formats make visible what Pax stands for. The brand's attitude becomes tangible.
"The collaboration with Standing Ovation was strategically precise and creatively to the point. We wanted to rethink pension provision - not as a product, but as part of the lifestyle. The result shows: Attitude makes an impact when it can be experienced," says Samuel Wernli, Head of Corporate Communications at Pax.
The green sofa remains. As a symbol of a brand that is redefining its place in people's everyday lives. Pax is using the anniversary to look to the future for more presence, more dialog and more proximity. Provision can be experienced where it counts: in real life.
Responsible at Pax: Samuel Wernli (Head of Corporate Communications), Luzius Marbet (Head of Marketing & Digital Sales), Samuel Maier (Senior Marketing Manager). Responsible at Standing Ovation: Laura Eberspächer (CCO).
