The House: Opera brought to the people for Zurich
Through its «Opera for Everyone» initiative, The House Agency is bringing Zurich Insurance’s commitment to culture to a wide audience—in a rickshaw.
Zurich Insurance is committed to making (high) culture accessible to the general public. The House was commissioned to draw public attention to this commitment. Broadcasting elitist forms of culture such as opera live on Zurich's Sechseläutenplatz is already very popular. However, The House's storytelling brings opera even closer to the people with numerous measures and also creates surprising moments and experiences.
The teaser phase: all of Zurich puzzles along
In a teaser phase, passers-by around Sechseläutenplatz were invited to take a ride in unbranded rickshaws and enjoyed the sounds of the opera. The campaign met with great interest and not only aroused the curiosity of the people of Zurich, but also sparked the interest of the media.
A movie resolves everything
The resolution came in the form of a film, which achieved over 750 shares in the first two days and around 183,500 views by the time of the event. In the video, unsuspecting rickshaw passengers were able to experience the "Opera for All" up close. Of course, the rickshaws were also used again on Sechseläutenplatz after the dissolution - this time with the branding of Zurich Insurance.
Presence in earned, paid, owned and shared media
The film about the resolution was played in all media - and once again also included in the coverage of 20 Minuten. In addition to distribution via earned media, the campaign and the accompanying opera competition were also disseminated via social channels, a landing page and various online advertising media such as pre-roll ads. Over 30,000 clicks were achieved after just three days. To remind the target groups of Zurich's commitment even after "Opera for All", the competition will continue until June 30.
Responsible at Zurich Insurance: Urs Schwegler (Head of Sponsoring & Live Marketing), Melanie Felder (Marketing Consultant Sponsoring & Events), Andreas Fleck Grubenmann (Senior Sponsoring Manager). Responsible at The House: Grischa Rubinick (Executive Creative Director), Patrick Meyer (Creative Director Copy), Manuel Steiner (Art Director), Esra Yigit (Consulting and Project Management), Stephan Suter (Media Director), Julia Gauch (Media Consultant), Verena Hofmann (Media Consultant), Luzian Storrer (Adoperation & Analytics), Production: Richy Hafner (Polymorph).
