On a big promotional trip
Scotti is stepping on the gas to boost Winterthur Insurance's service quality
Scotti puts the pedal to the metal for Winterthur Insurance's service strengthBy Ernst Weber Winterthur Insurance's advertising focus has shifted from image to product advertising since the Group ended its collaboration with Advico Young & Rubicam. This is demonstrated by a tactical presentation designed by Scotti, Zurich. It focuses on the company's service quality.
Under the influence of Credit Suisse Financial Services (CSFS), the future advertising strategy of Winterthur Insurance is currently being evaluated. The Swiss insurance company, which generated a gross premium volume of CHF 2.7 billion in 2001, has been owned by the financial institution since 1997 and is the market leader.
Richard Lüthert, Head of Marketing Services at Winterthur Insurance, explains that the branding is being considered on an international level. Until a decision has been made, product-related campaigns in particular will be used, which will also be discussed with CSFS.
The product presentations attempt to communicate in a concrete way. This is in stark contrast to the image advertising of some insurers, who use generalities to spread their message, such as a feeling of happiness. In addition, Winterthur is convinced that it can eliminate consumer uncertainty through concrete advertising. This was mainly caused by the fact that the sometimes identical offers of the various insurance companies were no longer distinguishable for laypeople.
Putting the product at the image wheel
The most recent example of a concrete campaign is a tactical TV commercial by the Zurich agency Scotti, which has been working for Winterthur since 1995. The campaign succeeds in presenting so-called me-too services in the area of claims management and the conclusion of insurance policies as quasi unique services of the insurance company.
Conceived in Claude Catsky's creative kitchen, the commercials are not lacking in humor. In the film about claims management, for example, a father sweats blood as his son's driving instructor. He maneuvers the car from one dicey situation to another, accompanied by honking horns and clear hand signals from impaired road users. In the commercial for the online service, an Italian lover submits to the gentle force of his mistress, who demands that he take out household contents insurance before she is prepared to give herself to him again.
Under the influence of Credit Suisse Financial Services (CSFS), the future advertising strategy of Winterthur Insurance is currently being evaluated. The Swiss insurance company, which generated a gross premium volume of CHF 2.7 billion in 2001, has been owned by the financial institution since 1997 and is the market leader.
Richard Lüthert, Head of Marketing Services at Winterthur Insurance, explains that the branding is being considered on an international level. Until a decision has been made, product-related campaigns in particular will be used, which will also be discussed with CSFS.
The product presentations attempt to communicate in a concrete way. This is in stark contrast to the image advertising of some insurers, who use generalities to spread their message, such as a feeling of happiness. In addition, Winterthur is convinced that it can eliminate consumer uncertainty through concrete advertising. This was mainly caused by the fact that the sometimes identical offers of the various insurance companies were no longer distinguishable for laypeople.
Putting the product at the image wheel
The most recent example of a concrete campaign is a tactical TV commercial by the Zurich agency Scotti, which has been working for Winterthur since 1995. The campaign succeeds in presenting so-called me-too services in the area of claims management and the conclusion of insurance policies as quasi unique services of the insurance company.
Conceived in Claude Catsky's creative kitchen, the commercials are not lacking in humor. In the film about claims management, for example, a father sweats blood as his son's driving instructor. He maneuvers the car from one dicey situation to another, accompanied by honking horns and clear hand signals from impaired road users. In the commercial for the online service, an Italian lover submits to the gentle force of his mistress, who demands that he take out household contents insurance before she is prepared to give herself to him again.
