"The idea of solidarity must come more to the fore".
Georges Oberson, Head of Communications at La Suisse, sees a great need for advertising among insurers
Georges Oberson, Head of Communications at La Suisse, sees a great need for advertising for insurersThe insurance company La Suisse has a low level of brand awareness. The company's advertising presence is therefore a top priority for communications manager Georges Oberson.La Suisse has launched an image campaign. Why?
Georges Oberson: A survey has shown that La Suisse has a low level of brand awareness. As an insurer, we are also in a cut-throat market. But if you look at the advertising campaigns of the individual insurance companies, they are interchangeable. We therefore wanted a campaign that would set us apart from the competition.
Has La Suisse not communicated enough in the past?
Oberson: In general, insurance companies have communicated little in the past, in line with the motto: the less people talk about us, the better. Up to now, we have only had a small budget for advertising. We have probably advertised selectively without creating a level of awareness. It was only a year ago that the management decided to attach more importance to our public image.
The competition is very present with advertising, especially on television. Is that why you did without TV commercials for your image campaign?
Oberson: For financial reasons, we didn't do this in the first wave of the campaign.
How do you rate the concept of Publicis, Lausanne, which is rather unusual for the insurance industry?
Oberson: I sincerely hoped that something unusual would be presented. We liked the idea of the tribes. Volksstamm also means small community. Our target audience is small and medium-sized companies and families.
The posters could just as well advertise enticing vacation destinations. Do you think the man in the street will understand the message?
Oberson: The viewer will probably have to look twice to realize that the message comes from an insurance company. But that is desirable, because it will help them remember the name of the insurance company.
Should the campaign help to rejuvenate the image?
Oberson: Yes, definitely. Some insurance companies still have a somewhat dusty image. The public stereotype of insurance is that it is something complicated with lots of small print. Incidentally, we have also made a correction in this respect. We have revised all the forms. There is no more small print at La Suisse. Publicis also helps us with the wording of our brochures and forms.
Have you not considered revamping the insurance company's logo as part of this rejuvenation?
Oberson: This step would be too risky at the moment. The only change we have made is to change the background color of the lettering from white to black.
"Preserving real values" is written under the company logo. What does this claim mean to you?
Oberson: These are the original values of the insurer. Insurance should not only be taken out because of the fat premium profits. The premiums, of which one person pays a lot and another a little, should be distributed fairly and help to alleviate hardship where the individual is overwhelmed. The attitude that has increasingly prevailed since the 1980s, "The more I have paid, the more I am entitled to", is actually wrong. The idea of solidarity should once again take center stage.
You have been responsible for the company's communication for a year now. What are your priorities?
Oberson: The first priority is our public image, so that we are perceived as a dynamic insurance company and are remembered. Another priority is to develop a sponsorship program.
What plans do you have for sponsorship?
Oberson: In the past, we have supported volleyball. However, we are too small a company to be able to play with the big boys. It would also not be fair to our premium payers to try to play with the big boys. We will therefore concentrate on smaller events, including events that benefit our customers. For example, we sponsor the junior ski squad. Interview: Anita Vaucher
Georges Oberson: A survey has shown that La Suisse has a low level of brand awareness. As an insurer, we are also in a cut-throat market. But if you look at the advertising campaigns of the individual insurance companies, they are interchangeable. We therefore wanted a campaign that would set us apart from the competition.
Has La Suisse not communicated enough in the past?
Oberson: In general, insurance companies have communicated little in the past, in line with the motto: the less people talk about us, the better. Up to now, we have only had a small budget for advertising. We have probably advertised selectively without creating a level of awareness. It was only a year ago that the management decided to attach more importance to our public image.
The competition is very present with advertising, especially on television. Is that why you did without TV commercials for your image campaign?
Oberson: For financial reasons, we didn't do this in the first wave of the campaign.
How do you rate the concept of Publicis, Lausanne, which is rather unusual for the insurance industry?
Oberson: I sincerely hoped that something unusual would be presented. We liked the idea of the tribes. Volksstamm also means small community. Our target audience is small and medium-sized companies and families.
The posters could just as well advertise enticing vacation destinations. Do you think the man in the street will understand the message?
Oberson: The viewer will probably have to look twice to realize that the message comes from an insurance company. But that is desirable, because it will help them remember the name of the insurance company.
Should the campaign help to rejuvenate the image?
Oberson: Yes, definitely. Some insurance companies still have a somewhat dusty image. The public stereotype of insurance is that it is something complicated with lots of small print. Incidentally, we have also made a correction in this respect. We have revised all the forms. There is no more small print at La Suisse. Publicis also helps us with the wording of our brochures and forms.
Have you not considered revamping the insurance company's logo as part of this rejuvenation?
Oberson: This step would be too risky at the moment. The only change we have made is to change the background color of the lettering from white to black.
"Preserving real values" is written under the company logo. What does this claim mean to you?
Oberson: These are the original values of the insurer. Insurance should not only be taken out because of the fat premium profits. The premiums, of which one person pays a lot and another a little, should be distributed fairly and help to alleviate hardship where the individual is overwhelmed. The attitude that has increasingly prevailed since the 1980s, "The more I have paid, the more I am entitled to", is actually wrong. The idea of solidarity should once again take center stage.
You have been responsible for the company's communication for a year now. What are your priorities?
Oberson: The first priority is our public image, so that we are perceived as a dynamic insurance company and are remembered. Another priority is to develop a sponsorship program.
What plans do you have for sponsorship?
Oberson: In the past, we have supported volleyball. However, we are too small a company to be able to play with the big boys. It would also not be fair to our premium payers to try to play with the big boys. We will therefore concentrate on smaller events, including events that benefit our customers. For example, we sponsor the junior ski squad. Interview: Anita Vaucher
