Sanitas Pet Insurance: When Closeness Becomes Insurance

With Sanitas Pet Insurance, the health insurance provider is launching a new product for dogs and cats. Sanitas is the first Swiss health insurance provider to offer its own pet insurance and to assume the insurance risk itself. For the launch, the agency dear creative developed the strategic and creative communication concept «Ganz nah» (“Very Close”)—a campaign about care, responsibility, and the special bond between people and their four-legged family members.

Pets have long been more than just pets: they are companions, confidants, and—for many people—an integral part of the family. At the same time, illness or an accident can quickly lead to high veterinary bills. This is exactly where Sanitas comes in with its pet insurance for dogs and cats.

Strategic Foundation for the Launch

Working closely with Sanitas, dear creative developed the strategic framework for the launch of the new offering: from the overarching value proposition to the positioning of the two insurance plans—Smart and Premium—to the definition of the target audiences and key messages. This formed the unifying theme for the entire brand identity and the subsequent campaign development.

«Up Close»: Insurance Becomes a Gesture of Care

Based on this positioning, dear creative developed the creative concept «Very Close.» The focus is on dogs and cats and their close relationship with people—not on illness, accidents, or potential treatment costs. The campaign highlights this connection through touch, eye contact, and small moments of intimacy, thereby showcasing the place these animals hold in their owners’ lives.

The imagery brings this closeness to life: fur beneath your fingers, a head resting against you, a hand offering support. Insurance thus becomes an expression of responsibility and care. Or as the campaign puts it: «Because he means everything to you. Insured without a care in the world.»

At the same time, the new communication strategy aligns with Sanitas’s overarching brand platform. The established promise of support is extended to pet health: Anyone who takes responsibility for a beloved family member should be able to count on having support even if a health issue arises.

Tried and true. And yet completely new.

For the photography and video content, dear creative once again collaborated with Per Kasch, who had already shaped the overarching Sanitas campaign as well as the Sanitas visual identity. «With dear creative and Per Kasch, we were able to rely on a proven team that knows Sanitas’s visual language and storytelling very well. This familiarity was particularly important for a campaign that thrives on small gestures, genuine closeness, and authentic moments,» says Kaspar Trachsel, CMO & Head of New Business at Sanitas.

Webrepublic is responsible for the media strategy and media buying. According to the agency, by targeting the relevant channels, it ensures that the new offering is promoted to the defined target audiences and that the campaign concept is effectively disseminated.

For more information about Sanitas pet insurance, visit https://www.sanitas.com retrievable.

Responsible at Sanitas: Kaspar Trachsel (CMO & Head of New Business), Petr Müller (Head of Branding & Campaigning), Fiammetta Angehrn (Marketing Manager), Kristina Braun (Marketing Manager), Simone Rolli (Corporate Design Manager); Contact person at dear creative: René Allemann (Creative Director), Thea Ferretti (Director), Sarah Hepp (Conceptual Designer), Sarah Steiger (Consultant); Photography & Direction: Per Kasch; Production: Production Pool: Joe Berger (Producer); Colorist: Protokoll Studios: Jonas Ellerbrock (Managing Director); Spot Post-Production: Rosas and Co Films: Nadia Rosasco (Owner and Executive Producer); Responsible at Webrepublic: Christian Frei (Senior Media Strategist), Michael Nuster (Senior Media Strategy Consultant), Nina Siermann (Account Director)