Helvetia's «It's Safe» Brand Campaign by Serviceplan
Helvetia is launching «Sicher geht das,» a new international brand platform developed by Serviceplan. The campaign focuses on empowerment rather than loss protection and is launching simultaneously in Switzerland and Germany.
Helvetia Brand Campaign with a New Brand Essence
With «Sicher geht das,» Serviceplan has developed a new international brand platform for Helvetia, which will go live in Switzerland and Germany on July 1, 2026. The Helvetia brand campaign breaks with the traditional insurance promise: the focus is not on covering claims, but on enabling decisions, progress, and personal courage. For the newly merged company, the launch marks the beginning of a long-term, integrated brand communication strategy.
In a time marked by uncertainty and change, people are finding it increasingly difficult to make decisions. Serviceplan focused on precisely this point when developing the platform: Security no longer means that nothing can happen—but rather that you can still take risks. With this shift in perspective, Helvetia positions itself as a partner that not only provides protection but also actively helps turn personal goals into reality.
Focusing on Life's Big and Small Moments
The campaign centers on moments that people can relate to: moments when they take a risk, make a change, or start something new. Helvetia meets its target audience where they are in life right now. This emotional connection is intended to create relevance and a sense of empowerment. In Germany, the campaign focuses not only on customers but also on sales partners: «Sure, you can do that» becomes the sales partners’ response to their customers’ aspirations.
Markus Bucheli, Head of Marketing & Market Communication at Helvetia, explains: «Our visual diversity reflects the many different life paths our customers take—and embodies an attitude that is deeply rooted in Switzerland: We provide security that inspires courage.»
An integrated approach with a multicolor presentation
The new brand features a fresh look with a vibrant color palette. The consistent multicolor approach is intended to highlight its differentiation from the competition. Marc Hallauer, Head of Branding & Advertising at Helvetia, adds: «With this integrated, international approach, we are laying a strong foundation for a strong new brand. The highly adaptable campaign framework allows us to tailor our messaging precisely to different markets while ensuring consistency.»
«According to those involved, »Sicher geht das” is more than just a campaign—it marks the launch of a long-term, internationally oriented brand platform built on the principle of integrated communication. This platform combines eye-catching brand advertising, product communication, employer branding, and sponsorship with a consistent visual and content-based message.
«Sicher geht das» as a Serviceplan platform for Helvetia
The campaign was launched in two phases: First, an unbranded teaser campaign designed to generate attention and curiosity without immediately revealing the source. This was followed on July 1 by the branded image campaign, which established the new brand platform both visually and in terms of content.
Raul Serrat, CCO of Serviceplan, summarizes: «With »Sicher geht das,’ we’ve developed a platform that makes Helvetia’s brand essence simple, adaptable, and sustainable over the long term. The campaign combines the relevant strategic concept of empowerment with a flexible creative framework, giving the new brand a distinct, recognizable voice across all channels.”
In terms of media, the campaign is broad in scope and designed for the long term. Over the summer, the focus will be on a widely distributed image and awareness campaign. Afterward, «Sicher geht das» will continue through an “always-on” approach until the end of 2026. The campaign will utilize TV, OOH, DOOH, print, social media, and online formats, among others.
For more information about the brand platform, visit www.helvetia.com available.
Contact at Helvetia: Markus Bucheli (Head of Marketing & Market Communications), Marc Hallauer (Head of Branding & Advertising), Yves Thiriet (Head of Brand Production & Services), Jean-Claude Gerspacher (Head of Brand Consulting & Media), Jan Schwob (Project Manager, Branding & Advertising)
Responsible at Serviceplan: Carolina Hoffer, Emily Vasholz, Ennio Cadau, Janina Sigmund, Lucas Conte, Micha Seger, Nadja Tandler, Nathalie Diethelm, Pablo Koerfer, Philip Zsifkovits, Raul Serrat, Roxana Hudson, Stéphanie Weber, Tom Zürcher, Yanik Gygax
Photography and moving image: Hillton (Production), Mona Bertschinger (Executive Producer), Sebahat Derdiyok (Agency Producer), Samuel Morris (Director), Jan Mettler (Director of Photography), Cecil Arp (Photographer), Dennis Gnoni (Editor), Alex Gregory (Color Grading), Jingle Jungle (Sound Studio), Gordian Gleiss / EightƧix (Music)
