Well underway with Migros

 
Insurance Migros enters the breakdown and travel insurance business. Exxtra communicates the offer and its advantages. 
The market was previously covered almost exclusively by TCS. Now Migros has also entered the car breakdown and travel insurance business. What is new are not necessarily services that the competition does not offer. What is new, however, are the "unrivaled prices" for the various services. The range includes breakdown assistance Switzerland, breakdown assistance and travel insurance Europe and travel insurance World. Migros has an experienced and competent partner in Elvia, which has the largest fleet of breakdown services in Switzerland.Exxtra Kommunikation has found a witty solution for the launch of Assistance. The advertisements appear as if the new services were a standard addition to the Migros product range. Bodily roadside assistance and emergency doctors stand on a shelf with a price tag, which a customer looks at attentively. Or a young woman has just placed a roadside assistant from the shelf on her shopping cart and is on her way to her car in the underground car park of a Migros branch.
Parallel to the print campaign, there is a broad-based radio campaign that is no less surprising. You hear nothing but hearty swearing from men and women who have broken down. But the whole thing is so cleverly acoustically censored that not a single swear word is recognizable. The various benefits are then communicated in the off-screen text.
As an accompanying measure, 200,000 mailings were sent to Cumulus customers. Promotions in Migros stores, petrol stations, car washes and guerrilla samplings attracted attention to the new offers. An unmissable POP display with life-size cardboard figures arouses the curiosity of Migros customers in the stores. The design of the breakdown vehicles and the breakdown service uniforms were also created by Exxtra Kommunikation.
Andreas Panzeri