Friendly Greetings launches employer branding campaign for Baloise Group
The agency Freundliche Grüsse has developed an employer branding campaign for Baloise. Under the slogan «Work Life Baloise,» the campaign challenges conventional notions of the workplace.
The campaign aims to raise Baloise's profile, break with a conservative industry image and further build its reputation as an innovative employer. The core element is a headline campaign that questions the status quo and encourages people to think about the world of work.
A film by young Swiss director Dylan Moore aims to get to the heart of Baloise's new self-image. It centers on a young Baloise employee and her reflective thoughts on her way to work.
Another measure is an unprecedented billboard and LinkedIn campaign in which the cell phone number of Michael Müller, the CEO of Baloise Switzerland, was published with the invitation to discuss one's career plans with him. The campaign resulted in dozens of calls and WhatsApp messages to Michael Müller's cell phone, as well as hundreds of likes and thousands of impressions on LinkedIn. Michael Müller's LinkedIn profile alone recorded an increase in views of 3,000 percent over the weekend.
The campaign was launched last week throughout Switzerland on display ads, posters, streetcar trailers, and all relevant social media channels. For internal communication, a wide variety of campaigns and accompanying measures are planned to establish the new attitude.
Responsible at Baloise: Stephan Ragg (Head of Group HR); Tobias Gees (Senior Campaign Manager HR); Sandra Zehnder (HR Communications Specialist); Corinna Fröschke (Content Specialist). Responsible at Friendly regards: Samuel Textor, Pascal Deville (Creative Direction); Res Matthys, Philipp Märkl, David Voges (Text/Concept); Alain Aebersold (Art Direction); Mara Schwegler, David Lüthi (Graphics); Nadine Mojado (Creative Production); Stefanie Schmid, Selina Steffen (Consulting); Isabelle Schmid (Social Media Management); Michael Benz (Strategy); Dylan Moore (Direction); Lamar Hawkins (Executive Producer); Mygosh (Production).
