Atupri a new name
The SBB health insurance plan is launching with a unique name and a new look
SBB's health insurance company has an unconventional name and a new lookBy Anita Vaucher SBB's health insurance company has gradually separated itself from its parent company and has become an independent company. This is why it now has a new name and a striking new look.
Atupri is the new name of the former occupational health insurance fund, which was once only open to employees of the Swiss Federal Railways (SBB). The name is surprising and may even cause a shake of the head here and there. In any case, it is very much in line with the trend of Axpo, Novartis and other new names created by traditional Swiss companies whose original names are no longer remembered.
The name is based on the health insurance company's credo "Quality à tout prix". However, the health insurance company does not see itself as a low-cost insurer offering extremely low premiums. Branding has become much more important in Switzerland today than it was five years ago, says Lahor Jakrlin from the Fruitcake agency.
More than just printing new business cards
Paradoxically, the Bern agency was awarded the mandate a year and a half ago precisely because it offered the client, i.e. the SBB health insurance company, exactly what it did not want. The company was advised to first define its corporate identity before developing a strategy and looking for a new name.
It was not just a matter of changing the letterhead or reprinting business cards. The name change was intended to develop and implement a new corporate identity and philosophy. To make matters worse, SBB, one of Switzerland's strongest brand names, had to be replaced.
A special working group, the Future Task Force, evaluated the existing and future core values. The employees were also involved and were gradually prepared for the new image in workshops. The aim of the project was to relaunch the SBB health insurance fund with a new brand and image - or, to put it another way, to rebrand the health insurance fund. Although the new look had already been presented to around 150 employees on November 5 last year, they held tight until the official announcement last week.
To make sure that nothing really went wrong, the Fruitcake agency also submitted six favorites out of 17 possible names to the Intellectual Property Office within two months last fall. At the same time, three mini-companies were founded and entered in the commercial register. This was intended to prevent any nasty surprises and clear the way for the definitive name.
Targeted product and corporate communication
Established in 1910, the SBB company health insurance fund was converted into a foundation in 1995 as part of the revision of the Health Insurance Act. This opened up the health insurance fund to the entire Swiss market and made it accessible to all policyholders. At the beginning of this year, the fund had over 110,000 policyholders and a premium volume of CHF 277 million. Last year, it was also voted health insurance company of the year by the magazines Beobachter and K-Tipp.
In future, product and corporate communication will be targeted and differentiated to the various markets and target groups and communicate the new name to a broad audience. A corresponding image campaign will be launched at the beginning of April.
Atupri is the new name of the former occupational health insurance fund, which was once only open to employees of the Swiss Federal Railways (SBB). The name is surprising and may even cause a shake of the head here and there. In any case, it is very much in line with the trend of Axpo, Novartis and other new names created by traditional Swiss companies whose original names are no longer remembered.
The name is based on the health insurance company's credo "Quality à tout prix". However, the health insurance company does not see itself as a low-cost insurer offering extremely low premiums. Branding has become much more important in Switzerland today than it was five years ago, says Lahor Jakrlin from the Fruitcake agency.
More than just printing new business cards
Paradoxically, the Bern agency was awarded the mandate a year and a half ago precisely because it offered the client, i.e. the SBB health insurance company, exactly what it did not want. The company was advised to first define its corporate identity before developing a strategy and looking for a new name.
It was not just a matter of changing the letterhead or reprinting business cards. The name change was intended to develop and implement a new corporate identity and philosophy. To make matters worse, SBB, one of Switzerland's strongest brand names, had to be replaced.
A special working group, the Future Task Force, evaluated the existing and future core values. The employees were also involved and were gradually prepared for the new image in workshops. The aim of the project was to relaunch the SBB health insurance fund with a new brand and image - or, to put it another way, to rebrand the health insurance fund. Although the new look had already been presented to around 150 employees on November 5 last year, they held tight until the official announcement last week.
To make sure that nothing really went wrong, the Fruitcake agency also submitted six favorites out of 17 possible names to the Intellectual Property Office within two months last fall. At the same time, three mini-companies were founded and entered in the commercial register. This was intended to prevent any nasty surprises and clear the way for the definitive name.
Targeted product and corporate communication
Established in 1910, the SBB company health insurance fund was converted into a foundation in 1995 as part of the revision of the Health Insurance Act. This opened up the health insurance fund to the entire Swiss market and made it accessible to all policyholders. At the beginning of this year, the fund had over 110,000 policyholders and a premium volume of CHF 277 million. Last year, it was also voted health insurance company of the year by the magazines Beobachter and K-Tipp.
In future, product and corporate communication will be targeted and differentiated to the various markets and target groups and communicate the new name to a broad audience. A corresponding image campaign will be launched at the beginning of April.
