In the beginning was the Z

Insurance I It has achieved the turnaround
now Zurich Financial Services wants to become the
top-of-mind insurance company. A brand campaign by Publicis is intended to pave the way for this.
Building the Zurich brand is a
dynamic process and not an event. E. Randall said
Clouser, Group Chief Marketing Officer and Head of Global
Communications at the insurance group, on the occasion of the announcement
of the new campaign - quite a feat given the budget.
Low-level fiddling. Because in terms of the budget, this - at least for
Swiss conditions - is of great importance, as the budget for
of the new lead agency Publicis in Zurich, according to CCO Markus Gut, with that
be comparable to UBS. He took this into account and
creative development process, two internationally renowned CDs
one - Sacha Moser and Tim Hoppin.

Consistent brand experience
Based on the relatively low values for brand awareness and brand image
in the key markets and the growth rate targeted by CEO James J. Schiro.
one-brand strategy, the creative team developed a
communication concept that clearly sets the brand apart from the competition.
stands out. Zurich is positioned as an insurance company that actively
the future opportunities and risks of every customer, from the private individual
from the small business to the global corporation, and the
suitable solutions. This attention-grabbing
brand promise in the claim "Because change happenz" with the logo-Z of the
Zurich is used in all implementations. And these - two one-minute
TV commercials, eleven large-format advertisements, posters and online - let
to see: Like in a Spielberg movie, the spots take the viewer
viewers into the immediate future, in which today's prototypes
are already box office hits (B-to-B), senior citizens on snowboards virtuoso
down the slopes (B-to-C) and car drivers thanks to a
the co-controlled anti-collision system, you can drive through the
chaotic traffic. For the filming in Los Angeles,
Shanghai, Prague and the Swiss Alps, the CD duo has been able to
Directors Oskar Homedal and Henry Moore Selder also directed the cinematographer
John Mathieson, who has made a name for himself in the industry through his work in
Ridley Scott's "Gladiator" has made a name for itself.

The print realizations come with less visionary images, but with
with an unusual dose of humor for the industry. The scene
motifs - from the misguided art investment to the
Mars vehicle - address events in a tongue-in-cheek manner, with which
insured persons are confronted with in their private and professional lives
could. The image campaign was launched last week in the USA, Switzerland,
Germany and Austria. At the beginning of 2006, the other
important markets of the UK, Italy and Spain will follow.
   

Luca Aloisi