All in the same boat
Insurance Mobiliar has made a surplus and is distributing the money to its customers. Wirz Werbung is turning it into an entire campaign.
Insurance Mobiliar has made a surplus and is distributing the money to its customers. Wirz Werbung is turning this into an entire campaign: "When things go well with us, everyone benefits." Wirz Werbung uses this claim to publicize the fact that Mobiliar can pay back some of its insurance premiums to all customers. This image advertising campaign is called a "surplus campaign" and such surplus payments are a tradition at Mobiliar. Since 1981, the insurance company has paid out around CHF 372 million. This year it is 10 percent of the net premium or CHF 50 million. The summery Christmas fairy tale of a windfall is possible not only for large customers, but also for small ones, because Mobiliar is organized as a cooperative. In a cooperative, it is not anonymous shareholders who benefit, but many customers.
With one million insured persons, that's a lot. Wirz has visualized this with many small status symbols that appear in heaps. The campaign gets to the point: it's not just one person who can afford a luxury yacht thanks to Mobiliar's surplus, but many who can afford a small boat.
Fairness visually implementedAccordingly, all four subjects work with miniaturized status symbols that large shareholders would otherwise have on a large scale: House, horse, yacht, private jet. In the cooperative downsizing, several of the symbols have been fitted into a single unit such as a stand, stable box or plot of land. Surprising, strikingly implemented and easy to understand, the campaign aims to make people aware: Come to Mobiliar, it's fair insurance.
"The idea fits in well with the times. Five years ago, an advertisement with this basic idea would probably have been less well received than it is today," says CD Matthias Freuler. At the time of the stock market fever, a cooperative seemed outdated. Now stock corporations are under pressure, and Mobiliar can play its trump card to the benefit of all. The various subjects can now be seen throughout Switzerland as posters, double and half-page advertisements and TV commercials. In the cleverly made film, a seagull lands on a mini yacht, then the camera pans up and you see lots of small boats. Each model boat was filmed individually in its position. The boats were then put together on the computer, rocking individually. The trained seagull could take off and land on command in front of a blue screen. The graphic element of the paper clip in the advertisements provides a link to the previously known campaign with the damage reports. A further series with these witty drawings will follow in the fall. These damage reports were invented by Jean Etienne Aebi and Publicis. When Publicis won the Zurich insurance budget, the agency had to relinquish its client Mobiliar for competitive reasons. Following an agency evaluation, the budget was transferred to Wirz Werbung. Matthias Freuler is delighted with this victory because his "baby" has now found its way back to him: Freuler was still involved with Publicis when the campaign was born. With the switch to Wirz, all other services such as Mobilife and Mobijeune have now been bundled with just one advertising agency.
Shared profit: instead of a horse for one, there are horses for all.
Andreas Panzeri
With one million insured persons, that's a lot. Wirz has visualized this with many small status symbols that appear in heaps. The campaign gets to the point: it's not just one person who can afford a luxury yacht thanks to Mobiliar's surplus, but many who can afford a small boat.
Fairness visually implementedAccordingly, all four subjects work with miniaturized status symbols that large shareholders would otherwise have on a large scale: House, horse, yacht, private jet. In the cooperative downsizing, several of the symbols have been fitted into a single unit such as a stand, stable box or plot of land. Surprising, strikingly implemented and easy to understand, the campaign aims to make people aware: Come to Mobiliar, it's fair insurance.
"The idea fits in well with the times. Five years ago, an advertisement with this basic idea would probably have been less well received than it is today," says CD Matthias Freuler. At the time of the stock market fever, a cooperative seemed outdated. Now stock corporations are under pressure, and Mobiliar can play its trump card to the benefit of all. The various subjects can now be seen throughout Switzerland as posters, double and half-page advertisements and TV commercials. In the cleverly made film, a seagull lands on a mini yacht, then the camera pans up and you see lots of small boats. Each model boat was filmed individually in its position. The boats were then put together on the computer, rocking individually. The trained seagull could take off and land on command in front of a blue screen. The graphic element of the paper clip in the advertisements provides a link to the previously known campaign with the damage reports. A further series with these witty drawings will follow in the fall. These damage reports were invented by Jean Etienne Aebi and Publicis. When Publicis won the Zurich insurance budget, the agency had to relinquish its client Mobiliar for competitive reasons. Following an agency evaluation, the budget was transferred to Wirz Werbung. Matthias Freuler is delighted with this victory because his "baby" has now found its way back to him: Freuler was still involved with Publicis when the campaign was born. With the switch to Wirz, all other services such as Mobilife and Mobijeune have now been bundled with just one advertising agency.
Shared profit: instead of a horse for one, there are horses for all.
Andreas Panzeri
