Anticipation prevails

Insurance With a VIP-packed
Cross-media play by Spillmann Felser Leo Burnett wants to give Swiss Life the
World Cup fever further boosting image.
An increase in net profit of 44 percent
Switzerland's largest life insurer recently announced - for the
Shareholders are delighted. And the share price rose by a good
60 percent. However, the share value says little about the sympathy
of the brand with which insureds, brokers and potential corporate clients
are to be convinced more directly. Insurance companies are primarily used with abstract,
intellectual dimensions such as pension provision, finance and mathematical
calculations of risks associated. To turn this into a coveted and
trustworthy service brand, it takes more. Before
positive emotions above all. And Swiss Life needs a lot of them, because the
difficult fiscal years 03/04 and the accounting error debacle at
still have an effect on many.
Ready for the football future
It is therefore a good thing that Swiss Life, shortly after the name and
Change in advertising strategy - claim: "Ready for the future" - in July 2004
Sponsor of the Swiss Football Association and the Swiss
National football teams (A-Nati and U-15 to U-21 teams) became.
Strategic planning on the part of the insurance company and increasingly better
results of the footballers have ensured that the commitment
to a broad platform for internal as well as external communication
has developed. But also for the fact that Swiss Life was able to
upcoming international tournaments - World Cup and European Championship -, says CEO Rolf
Dörig, "as a pension provider with strong Swiss roots" the
Enthusiasm with many people across all social segments
can share.
In addition, new marketing activities can be placed with the sponsoring partner.
that support the positive media presence in advance.
This was also the case with the competition devised and implemented by SFLB for
Fans of the Swiss national team, "Swiss Life is looking for the superfan". Thereby
sought the most original and passionate fans. "The twelfth
man of a football team," as Swiss Life marketing manager Corinne
Pellerin aptly describes.

12th man of the Nati eleven
Accompanied by the media partner Schweizer Illustrierte, 25
Finalists will take part in a Superfan Weekend, where they will be
several VIPs are to receive the finishing touches. One of the
candidates shall finally be chosen by the equally prominent jury as the
"twelfth man" will be chosen and the football national team on the last
Test match against China - in Zurich - vigorously cheer. New is the
concept does not, like Coca-Cola's similar ball-crew competition in
Germany proves. In Switzerland, the cross-media and
budget Swiss Life campaign, but it is still on its own.

This unique position and the resulting public attention
The SFLB agency ensures this with the use of various advertising media: with
a cinema spot in which football stars support children's dreams for the future.
perfectly synchronized playback, with several funny advertisements and
Poster subjects on which various football fans present themselves with their photos
as superfans, as well as with a website that serves as the central
element serves. The site offers, in addition to the registration mode, also World Cup news and
-Games.

Luca Aloisi