Art & Work and Publicum: Addressing the target groups for Nationale Suisse

The Basel-based insurance company Nationale Suisse commissioned the communication and design agency Art & Work and the PR agency Publicum to develop a target group-specific communication concept. To this end, the profiles of the various target groups were developed: "Women", "Families", "Architects & Civil Engineers", "Consultants & Administrators" and "Immigrants". The task of addressing each of these target groups and their sub-segments individually was solved using a carefully defined visual language and personalized texts, according to a press release.
The brochures are published in German, French and Italian and are used by insurance advisors throughout Switzerland to acquire new customers and advise existing customers. The customer approach is supplemented with direct mailings and other documents.
Responsible at Nationale Suisse, Basel: Bettina Lyner, Marketing & Communication Target Group Management; Marketing Switzerland, Adrian Lichtin, Head of Creation, Marketing Switzerland, Martin Schwald, Head of Marketing Switzerland. Responsible at Art & Work AG, Zurich: Carmen M. Schiltknecht (concept, CD and consulting), Tina Lechner (visual language and graphic design). Responsible at Publicum PMI AG, Zurich: Thomas Weber (concept and text). Print: Kreis Druck AG, Basel.