Exkius mi, kän ju make it?
Allianz Suisse's insurance marketing campaign explains to Swiss consumers why its customers have more free time. Wirz Werbung provides the reasoning behind this in TV and radio spots.
Insurance marketing Allianz Suisse explains to Swiss consumers why its customers have more free time. Wirz Werbung provides the reasons for this in TV and radio commercials.Allianz Suisse customers are different. Mr. and Mrs. Swiss have known this at least since Koni Schafroth and Vittorio Inocente presented their exotic hobbies on posters and in TV commercials. Whether it's airplane innovation or extreme biking, the protagonists indulge in their leisure activities with virtuosity, as Allianz Suisse takes care of the "insurance stuff" for them. This was the promise made by the insurance company and Wirz Werbung in the positioning campaign. Today, the bancassurance company - which emerged from the insurance companies "Berner", Elvia and Allianz Switzerland in 2002 - ranks fifth in terms of awareness behind Mobiliar, Winterthur, Zurich and Basler. According to Urs Bretschger, Head of Marketing Services at Allianz Suisse, this position also reflects the company's position in the market.
A new TV and radio campaign from Wirz is intended to further support the positioning and branding - with a stronger focus on individual products. According to CD Matthias Freuler, another point is to "make it clear to people why they have more free time". The creatives dramatize the "reason why" behind the customer benefit with selected non-alliance customers. Although they also have a hobby, they come out as beginners due to a lack of practice. Attempts to excel at bowling with a strike or shake a leg to the beat remain unsuccessful in the TV commercial. The radio commercials follow the same pattern: The speakers try their hand at English lessons or writing poetry in three national languages.
"The statement 'Our customers have more free time' has a visionary character," says Bretschger on the fulfillment of the advertising promise. "We are trying to achieve the necessary freedom for our employees through new IT systems, clearer structures and streamlining the range of services."
Poor insurance yearAccording to the Swiss Insurance Association (SIA), the Swiss insurance industry can look back on a "difficult year". Although the total premium volume increased, the companies also recorded a marked drop in earnings last year following a loss-making 2001.
The SIA sees the main reasons for this in the sharp fall in equities and the continuing decline in interest rates. As a result, gross advertising expenditure has also fallen: Whereas two years ago insurance companies invested almost 90 million francs in communication, in 2002 the figure was just under 70.
Allianz Suisse was also unable to escape the negative performance on the financial markets and posted a loss of around CHF 170 million in 2002. In 2001, the company still made a profit of CHF 96 million.
Simone Keller
A new TV and radio campaign from Wirz is intended to further support the positioning and branding - with a stronger focus on individual products. According to CD Matthias Freuler, another point is to "make it clear to people why they have more free time". The creatives dramatize the "reason why" behind the customer benefit with selected non-alliance customers. Although they also have a hobby, they come out as beginners due to a lack of practice. Attempts to excel at bowling with a strike or shake a leg to the beat remain unsuccessful in the TV commercial. The radio commercials follow the same pattern: The speakers try their hand at English lessons or writing poetry in three national languages.
"The statement 'Our customers have more free time' has a visionary character," says Bretschger on the fulfillment of the advertising promise. "We are trying to achieve the necessary freedom for our employees through new IT systems, clearer structures and streamlining the range of services."
Poor insurance yearAccording to the Swiss Insurance Association (SIA), the Swiss insurance industry can look back on a "difficult year". Although the total premium volume increased, the companies also recorded a marked drop in earnings last year following a loss-making 2001.
The SIA sees the main reasons for this in the sharp fall in equities and the continuing decline in interest rates. As a result, gross advertising expenditure has also fallen: Whereas two years ago insurance companies invested almost 90 million francs in communication, in 2002 the figure was just under 70.
Allianz Suisse was also unable to escape the negative performance on the financial markets and posted a loss of around CHF 170 million in 2002. In 2001, the company still made a profit of CHF 96 million.
Simone Keller
