"Slices of Life": The House launches image campaign for Swiss Life
Nine out of ten Swiss parents would prefer to work part-time. For young families, the part-time model is becoming particularly relevant due to their life circumstances and raises many questions as they adjust to a reduced workload. With «Slices of Life,» The House is launching an image campaign for Swiss Life that offers insights into the lives of such families through still and moving images and provides answers using tools such as the part-time calculator.
All measures link to four landing pages where questions on topics such as home ownership, risk protection or savings potential in connection with part-time work are answered.
At the heart of the campaign is the new part-time working calculator developed by Swiss Life, which can be used to simulate and optimize existing or planned part-time working models. For families, the calculator is a first step towards finding the right part-time model and more financial confidence for a self-determined life.
The campaign was developed by The House and Swiss Life in co-creation mode. It is a further development of the umbrella brand campaign "Jedem sein selbstbestimmtes Leben", for which Ruf Lanz is still responsible. The campaign was launched on June 17 with a highly relevant go-live promo for the target group on the topic of external childcare - one of the major challenges for young families who are considering part-time work. There are KITA hours worth 25,000 francs to be won.
The starting point for the content strategy is the study conducted by Swiss Life on the topic of part-time work. The results were further elaborated on during a Family Weekend in the form of interviews and group discussions. This resulted in further content for native ads, blogs and social media for the owned channels, which will be incorporated into the communication during the campaign.
The House is responsible for the paid media strategy and operations across the various channels. The media campaign advertises the young families in the launch phase with large-scale video sitebar ads on various target group hotspots and networks throughout Switzerland in addition to thematically diverse online and social media formats.
Downstream, by the end of the year, the campaign will be transformed into a sophisticated always-on strategy based around affine topic and quality placements in online media and social networks as well as relevant partnerships and content integrations with selected family portals.
Responsible at Swiss Life: The Swiss Life teams. Responsible at The House: Grischa Rubinick (Executive Creative Director); Sascha Borsai (Creative Director); Roger Dobmann (Senior Art Director); Mateja Aleksic (Digital Art Director); Alia Malash (Junior Copywriter); Nico Podgorny (Director Consulting); Nadine Vasella (Senior Consultant); Nahuel Morales (Consultant); Stephan Suter (Media Director); Verena Hofmann, Nikolina Caleta, Luzian Storrer, Daniel Nussbaumer (Senior Media Consultant); Sara Meister (Senior Quality Manager); Andreas Jorgella (Strategy & Business Development); Sebahat Derdiyok (Agency Producing & Art Buying). Film and photographyRandy Tischler.
