Full-journey campaign for TCS travel protection

How do you take a campaign that has been successful for years to the next level? Farner | Team Farner asked itself this question together with Switzerland's largest mobility club. The answer: by showing in a gripping way what sets TCS travel insurance apart from other insurance companies.

Film: Help from person to person

In contrast to conventional travel insurance, TCS itself is a highly professional emergency organization with a personally committed team of helpers who do everything they can to ensure that members who have taken out TCS travel insurance receive the best possible care, medical treatment or even repatriation in an emergency. This differentiating aspect is the focus of a film that brings to life the person-to-person help and the professionalism of TCS case managers and doctors. It acts as a campaign umbrella in TV and online placements.

Posters: The Turrini family is traveling again

A national D/OOH and OLV flight deepens the messaging and conveys the comprehensive range of services. This year, TCS is once again sending the likeable Turrini family on vacation and using various subjects to tell the story of what can go wrong when Murphy's Law strikes: from cancellation due to illness to medical problems to a real emergency.

A comprehensive digital performance inventory is used at transactional level. The ads are designed contextually along micro-moments in the vacation preparation and as sets for different target group segments, thus ensuring traffic and conversions.

Audio spots: regionally coordinated

In addition, audio spots advertise TCS travel insurance - played out in the classic radio format and programmatically. The spots were produced in various dialects for targeted regional use. They address the topic of travel protection in a channel-specific way with a cheerful wink.

Mailing: directly to the target group

Direct mailings - created by Farner | Team Farner - are also a central element in the mix of measures. For this purpose, existing and former TCS members were divided into six sub-target groups in order to address them optimally with mailings with different content and style. In addition to the benefits of TCS travel insurance, the focus here was also on the work of the case managers. A leaflet describes several rescue cases by way of example.

"TCS is there for its members in an emergency at home and abroad. We want to convey this feeling of security with this comprehensive campaign," says Dierk Schehrer, Head of Marketing Communication TCS. "Because with TCS travel insurance, you also have TCS at your side on vacation and can enjoy the best time of the year without a care in the world."

Responsible at TCS Dierk Schehrer (Head of Marketing Communication), Mike Keller (Head of Acquisition & Lead Management), Sabrina Gartmann (Head of Cross-Selling), Alain Götschi (Senior Marketing Manager), Alain Knutti (Digital Campaign Manager), Fabian Burgener (Marketing Performance Manager), Matthias Lanz (Marketing Communication Manager), Responsible at Farner | Team Farner Daniel Jörg (Chief Strategy Officer), Philipp Skrabal (Chief Creative Officer), Jonas Brändli (Head Integrated Campaigning), Claudia Vydrzel (Senior Copywriter), Mathias Kröbl (Senior Art Director), Christine Spirig (Copywriter), Nina Schennach (Consultant), Marion Wehrli (Executive Consultant), Camille Zuber (Senior Consultant), Lukas Schnider (Brand Designer), Aleksander Sofranac (Motion Designer), Camila Aguilar (Graphic Designer), Tjabrina Penazzi (DTP), Alex Schmid (Topic Lead Dialog), Implementation partner  Addictive Films (Film Production): Stephan Christen (Director & Producer), Rafael Kistler (DOP), Nicolas Bechtel (Edit); Neil Stubbings (Director, Design, Animation CGI); Ansichtssache (Litho): Urs Handschin; Mediatonic: Marco Rose (Co-owner & Head of Strategy), Patrick Frieden (Senior Media Consultant), Maximilian Stürzekarn (Senior Digital Media Manager).