The Swica conjugation
Health Insurance Companies: Despite good test results, Swica’s brand image has eroded since its award-winning “Retiree Sex” commercial. AA&I is implementing Swica’s “trading up” strategy with its lifestyle image campaign.
Health insurance companies Despite good test results, Swica's brand image has eroded since the award-winning pensioner sex commercial. AA&I is implementing Swica's trading-up strategy with its lifestyle image campaign, and the new health insurance campaigns and follow-ups are also being rolled out with the upcoming premium round. However, every price increase reduces the understanding of expensive insurance company image campaigns. Finding the right balance between awareness and popularity and achieving the necessary share of voice to gain as many "good risks" as possible: This is squaring the circle for clients and their advertising agencies.Winterthur's top 5 insurer Swica, which has an almost traditionally DM-heavy media mix, opted for the Zurich agency Advertising Art & Idea (AA&I) after a pitch in April. The only thing that was certain at the time was that they wanted to further develop the overarching concept - "I trust Swica" - with ski pro Sonja Nef. It soon became clear that with these resources and this strategy, it was almost impossible to differentiate the company from the strong competition, particularly in the above-the-line segment. For this reason, all advertising materials were redesigned during the summer months.
The result - three advertisements and two TV commercials - does without celebrities and conveys an image that reflects the renaming as a "health organization". This is probably also the reason for the recent decision by Swica director Hans-Ueli Regius not to launch the announced low-cost health insurance company Prima. This could hardly have been reconciled with the positioning of a self-confident Swica in the direction of attractive yuppie country.
Stefan Winzenried, AA&I-CD, is certain that this psychographic profile is likely to be accompanied by a risk structure consisting primarily of health, fitness and brand-conscious people. Just as the Holmes Place member does not go to a communal fitness center, the Swica customer should also want to afford this health insurance company because Swica is a brand that sees itself as a health organization and not as a care provider. This attitude to life should be expressed by vital and healthy people with the communicative guiding principle "I am Swica" and "We are Swica", which is suitable for both external and internal communication that strengthens identification. The claim "Healthy security" is supported by the repositioning.
Spends up to six times less on advertising per insured person than the competition: Swica.
Health insurance companies For the new Swica image campaign, the new in-house agency AA&I takes the pensioner sex spot down a notch - but stays true to the bare facts >> p. 9
Luca Aloisi
The result - three advertisements and two TV commercials - does without celebrities and conveys an image that reflects the renaming as a "health organization". This is probably also the reason for the recent decision by Swica director Hans-Ueli Regius not to launch the announced low-cost health insurance company Prima. This could hardly have been reconciled with the positioning of a self-confident Swica in the direction of attractive yuppie country.
Stefan Winzenried, AA&I-CD, is certain that this psychographic profile is likely to be accompanied by a risk structure consisting primarily of health, fitness and brand-conscious people. Just as the Holmes Place member does not go to a communal fitness center, the Swica customer should also want to afford this health insurance company because Swica is a brand that sees itself as a health organization and not as a care provider. This attitude to life should be expressed by vital and healthy people with the communicative guiding principle "I am Swica" and "We are Swica", which is suitable for both external and internal communication that strengthens identification. The claim "Healthy security" is supported by the repositioning.
Spends up to six times less on advertising per insured person than the competition: Swica.
Health insurance companies For the new Swica image campaign, the new in-house agency AA&I takes the pensioner sex spot down a notch - but stays true to the bare facts >> p. 9
Luca Aloisi
