David Beckham in action for Mobiliar
Insurance company Mobiliar and Publicis are expanding their campaign concept to include themes relating to Euro 2004.
The Mobiliar insurance company and Publicis are expanding their campaign concept to include themes relating to Euro 2004. Hardly any company misses the opportunity to be present in the media hype surrounding the football event. Mobiliar has also seized the opportunity: With new damage sketches on the subject of football. However, advertising manager Marco Fioroni does not want to talk about ambush marketing: "We simply wanted to build a bridge between our campaign and the European Championships". In contrast to its competitor Winterthur, which is omnipresent as the official sponsor of the Swiss national football team, Mobiliar, which is organized as a cooperative, "never invests so much money in sponsoring". Such commitments are broken down to the level of the general agencies. "At national level, we mainly invest in prevention projects," explains Fioroni. In addition to the radio spots produced for the first time, the creatives at the in-house agency Publicis were able to celebrate another premiere for Euro 2004: the T-shirt with a printed damage sketch. The advertisements depicting these tops were placed in the Sunday press and included a coupon for ordering the garment. According to Fioroni, around 1,200 T-shirts were sold after three appearances. Most of them through the company's own general agencies.
According to Publicis consultant Beat Hürlimann, the T-shirt as the "first wearable advertisement" follows the Mobiliar credo of customer proximity: "You can hardly get much closer. The communication is practically tailored to the audience". However, the designed sketches do without a direct reference to Switzerland. In this way, Mobiliar escapes the fate of some other companies that had to look for a new advertising personality after the spitting affair. On the other hand, the creative team could easily have left out the "Not" in front of Kahn and Beckham in the car motif of the Mobiliar sketches.
Damage sketches on T-shirts: Mobiliar draws inspiration from the Euro 2004 footballers.
According to Publicis consultant Beat Hürlimann, the T-shirt as the "first wearable advertisement" follows the Mobiliar credo of customer proximity: "You can hardly get much closer. The communication is practically tailored to the audience". However, the designed sketches do without a direct reference to Switzerland. In this way, Mobiliar escapes the fate of some other companies that had to look for a new advertising personality after the spitting affair. On the other hand, the creative team could easily have left out the "Not" in front of Kahn and Beckham in the car motif of the Mobiliar sketches.
Damage sketches on T-shirts: Mobiliar draws inspiration from the Euro 2004 footballers.
The oldest private insurance companyMobiliar was founded as a cooperative in Berne in 1826. Helvetia was founded in 1862, followed by Basler in 1863, Zurich in 1872 and Winterthur in 1875. Today, the all-lines insurer Mobiliar positions itself through a system that is unique in Switzerland, whereby each of the more than 80 general agencies has its own claims team. The group includes the umbrella company Mobiliar Genossenschaft, the management center Mobiliar Holding, and the subsidiaries Mobiliar, Providentia and Protekta. After two years of losses, the entire Group generated a profit of around CHF 205 million in 2003. (sk)
Simone Keller
