CSS Property Insurance – Digitas and Saatchi Come Out Unscathed
No damage photos, no stock photos, more than 3,800 AI-generated assets: The CSS Property & Casualty Insurance campaign by Digitas and Saatchi & Saatchi Switzerland is reimagining insurance communication.
In mid-April 2026, CSS launched an integrated full-funnel campaign for its property insurance products—developed by Digitas and Saatchi & Saatchi Switzerland. The CSS property insurance campaign aims to raise the market visibility of travel, household, liability, and building insurance and make insurance coverage more accessible through a distinct communication strategy.
Wordplay Instead of Damage Reports
At the heart of the new CSS Property Insurance campaign is a creative headline concept featuring pithy wordplay: «Luggage. Lost?» «Water. Damage?»—short, two-part phrases that spark a story in the minds of the target audience. The campaign deliberately avoids the visual depiction of damage typically used in insurance advertising. Instead, each image shows a single monochrome object against a corresponding background—tailored to the respective insurance line. The overarching campaign slogan is «Good thing you’re insured.»
Large-Scale AI-Driven Production
The production logic behind the campaign is just as unusual as its visual style. Since the decision was made early on in the ideation process to deliberately avoid depicting people, it was possible to implement a dynamic creative setup that automates ad production and format adaptation. The objects were generated using prompts—completely eliminating the need for stock images or elaborate photo shoots. In total, more than 3,800 assets were produced in four languages, which are deployed throughout the entire sales funnel in a manner tailored to the target audience and format—from awareness to retention.
The flexible campaign logic also makes it possible to quickly incorporate current events, seasonal occasions, or cultural themes into communications—such as those related to vacation periods, major sporting events, or national holidays. This ensures that the campaign remains relevant and attention-grabbing over extended periods of time.
Pitch Win for Digitas and Saatchi & Saatchi Switzerland
The foundation for the collaboration was laid by a pitch process at the end of 2025, from which Digitas, in partnership with Saatchi & Saatchi Switzerland, emerged as the winner. Together, the two agencies and CSS developed a scalable marketing platform that combines creative distinctiveness with data-driven delivery. Lukas Trinkler, Digital Marketing Specialist at CSS, explains the decision: «In a dynamic market environment, in addition to targeting specific audiences, visual uniqueness, compelling messaging, and creative excellence are the key factors for successful communication. The proposed approach therefore convinced us right from the start.»
Initial Results and Outlook
The first advertising materials have been visible at a wide range of digital touchpoints since mid-April. According to the company, initial performance data already points to increased visibility and improved click-through rates. The campaign is scheduled to run for the next two years.
For more information about CSS Property Insurance, please visit the product page: https://www.css.ch/de/privatkunden/versicherungen/sachversicherungen.html
Responsible at CSS: Lukas Trinkler, Digital Marketing Specialist. Contact at Digitas: No further information. Responsible at Saatchi & Saatchi Switzerland: No further information.
