Swica wants to do as much good as possible for everyone

The Swica health organization can base its success above all on a very reputable image. In service as well as in advertising. But for their new fall campaign, the creatives at Adcom have for once succumbed to the rather forbidden allure of poker for an insurance company. "Which sport will cause the biggest sensation in Beijing?", Eric Hasler speculated. Then the Chief Communication Officer placed a cool bet on Michael Phelps. The poker game paid off and the prodigy swimmer won eight gold medals. At this point, the posters for the fall campaign for Swica had already been printed. One motif now shows a swimmer in dolphin style - exactly as Phelps caused a sensation in the media worldwide.

"A sports theme like this was part of the concept for our new campaign. The fact that we are now advertising with a winner who triggers associations with the greatest Olympian of all time in many people is a happy side effect," says Eric Hasler happily together with Richard Lüdi, Director Private Customers at Swica. The motif with the swimmer is an exception in the overall harmony of the campaign. Lüdi and the creative team at Adcom see harmonious images of the "family as the core target group" as the even more important elements for Swica's image.
Mothers as decision-makersThe focus is always on the mother. This is because it has been proven that when it comes to insurance issues, women are not only the most grateful contacts for advertising, but also the decision-makers within the family when it comes to taking out insurance. Statistical evidence also supports the fact that subjects with "mother and child" never fail to have an impact in this area.
Adcom has succeeded here in stylishly differentiating its Muki ad from the "Jöh" images that keep popping up for baby food. "The message is not the mother and the baby, but their mutual relationship," explains Hasler. With this in mind, all Swica subjects have a carefully designed and high-quality style. This is carried through all media. "We want stringent brand management with consistent recognition right down to the last piece of paper," says Lüdi. This is why the protagonists on all advertising media are the same, from the new billboard on TV before "10 to 10" to the print motifs and brochures.
Couples are a second target group alongside families. In the current campaign, Swica has been a little more "well-behaved" here. Last year's motif with a discreetly naked couple led to 600 orders for these posters. However, this image was "positioned too young".
An ongoing presence in the minds of the insured are the elementary pillars for promoting customer loyalty. Added to this are sustainable advertising messages and a service that ensures that Swica is seen by its customers as the "image leader" and "goodwill leader". With its brand management, Swica has been able to create an image as "the most innovative insurance company". Swica has been working with the claim "Tut uns gut" for four years. Previously, the insurance company communicated with "We are Swica".
Andreas Panzeri

The health organization
Adcom won Swica in a pitch five years ago. Swica generates an annual premium volume of CHF 2.5 billion, CHF 2 billion of which comes from private customers. In addition to Migros and Coop, its 22,000 corporate customers also include Novartis and ZKB, for example. The health insurance company describes itself as a health organization and has 1,200 employees.
The most important advertising message is: "Over 1 million people trust Swica."
Richard Lüdi has been Director Private Clients since 2000. During this time, he has generated over 100,000 new customers as part of the Adcom team in Baar.
Swica does not attract customers as a low-cost insurer, but appeals to families who are "looking for a valuable relationship with their health insurer". Swica is thus positioning itself as a "partner" in its brand management.