No rescue with the oxcart
Insurance Outside Switzerland: Catsky & Partner Builds Trust in Suva's Insurance Benefits.
Insurance Far from Switzerland, Catsky & Partner inspires confidence in one of Suva's insurance servicesThe New Case Management (NCM) is one of the central projects of the Swiss Accident Insurance Fund Suva. With this reorganization, the non-profit company, which currently insures around 1.8 million employees and over 108,000 companies, wants to "usher in a new era of claims processing", according to Willi Morger, member of the Executive Board. With NCM, Suva is switching to a modern claims processing system that will "further consolidate Suva's strong position in this area". The core element of the new concept is the early and comprehensive support of accident victims in complex cases. As a first measure in the NCM project, Catsky & Partner will provide communications support for the launch of a new, global assistance service from Suva. A print campaign, a TV commercial, a brochure and a website have been created for its launch.
Nothing but empty promisesThe commercial produced by Wirz + Fraefel uses black humor and shows a cunning tourist guide selling his offers. He praises his beach with the words "Welcome to Dream Island". The sun shines on it "every day" - even though a thunderstorm breaks over the dream island in the next shot. The swimming pool is also "ready for you day and night", he bluffs - but in reality a sign warns: "Pool is closed". A romantic restaurant is also portrayed with totally contradictory qualities before the spot reaches its climax with an ox cart. This is advertised as an "ambulance for all emergencies". The corrective comment: "Better to rely on the assistance of Suva Care. Medical assistance for emergencies abroad."
In addition to the commercials, posters with exotic locations also aim to attract the public's attention. A kangaroo crashes into a road sign in front of Ayers Rock and falls to the ground unconscious. Ironically, the sign reads: "University Hospital Zurich, 100 m".
With these posters, which are immediately recognizable as "far away", in combination with the sign of a Swiss hospital, the agency wanted to visualize that Suva policyholders are very close to a hospital they trust in any situation. The posters in the Bern region were designed with an "Inselspital" sign for further clarification, and the posters displayed in French-speaking Switzerland with the sign of a Lausanne hospital. In this way, Suva is showing that it wants to get "even closer to the insured person" in future, explains Catsky.
In the new Suva commercial, Catsky & Partner uses pitch-black humor to awaken Swiss people's fear of being ill abroad.
Nothing but empty promisesThe commercial produced by Wirz + Fraefel uses black humor and shows a cunning tourist guide selling his offers. He praises his beach with the words "Welcome to Dream Island". The sun shines on it "every day" - even though a thunderstorm breaks over the dream island in the next shot. The swimming pool is also "ready for you day and night", he bluffs - but in reality a sign warns: "Pool is closed". A romantic restaurant is also portrayed with totally contradictory qualities before the spot reaches its climax with an ox cart. This is advertised as an "ambulance for all emergencies". The corrective comment: "Better to rely on the assistance of Suva Care. Medical assistance for emergencies abroad."
In addition to the commercials, posters with exotic locations also aim to attract the public's attention. A kangaroo crashes into a road sign in front of Ayers Rock and falls to the ground unconscious. Ironically, the sign reads: "University Hospital Zurich, 100 m".
With these posters, which are immediately recognizable as "far away", in combination with the sign of a Swiss hospital, the agency wanted to visualize that Suva policyholders are very close to a hospital they trust in any situation. The posters in the Bern region were designed with an "Inselspital" sign for further clarification, and the posters displayed in French-speaking Switzerland with the sign of a Lausanne hospital. In this way, Suva is showing that it wants to get "even closer to the insured person" in future, explains Catsky.
In the new Suva commercial, Catsky & Partner uses pitch-black humor to awaken Swiss people's fear of being ill abroad.
Even on Easter Island, Suva knows the way to Bern.
Andreas Panzeri
