Last but not least: Zurich on Fire
You don't have to set fire to a house to advertise fire insurance. It's enough if it looks like this.
Ambient advertising can be very ambient. Especially when it comes to topics that scare us deep down - house fires, for example. Insurance companies like to deny that they exploit customers' fear in order to sell products. "Fear shouldn't play a role in the consultation - fear would be a bad advisor," says Adrian Kollegger, member of the Executive Board of Zurich Insurance, in the SRF 3 program "Input" ("Switzerland - a country full of scaredy-cats?"). "We don't want to show any images or feelings of fear in our advertising. We want our advertising to show in a humorous way that we are there for people," he replies to the accusation that the insurance company is doing business with fear. And probably means the car with the woolly hat rather than the threatening one Hazards/risks diagram from Zurich, with which the presenter confronts him.
However. In Argentina, people seem to think less about this. Which doesn't necessarily mean that Zurich advertising is bad. On the contrary. The agency Don from Buenos Aires used technical aids to simulate a house fire. And for once, even the atmospheric casemovie narrated by actor Brad Krupsaw is appealing. (hae)
