Time for your own little world
Wirz is adjusting the advertising schedule it began for Allianz Suisse
Wirz adapts the advertising roadmap started for Allianz SuisseBy Ernst Weber The bancassurance company Allianz Suisse is opening up to a wider audience. A follow-up campaign designed by Wirz promises people with more everyday hobbies more time for the world's second most beautiful pastime. At the same time, the agency corrects visual flaws in the launch campaign.
Since the merger of Allianz Switzerland with the Swiss insurers Elvia and Berner was announced last fall, Wirz, Zurich, has been designing the advertising for the subsidiary of the German company, which is now called Allianz Suisse. The collaboration began with the communication of the merger and the name change resulting from the takeover.
The company's USP was then launched in November with a positioning campaign. According to this, "Allianz Suisse clients (...) have more free time". The realization portrayed clients of Allfinanz who pursue an unusual, time-consuming hobby. It featured Koni Schafroth, for example, who constructed a visionary, production-ready aircraft in the shape of a fish instead of a bird.
The follow-up campaign, again designed by Wirz, follows the same conceptual approach. In contrast to the first campaign, it now primarily shows Allianz Suisse insurance and advisory customers pursuing more communal hobbies than in the first series.
Deficiencies identified by market research remedied
Market research suggested shifting the focus to more popular leisure activities. Pretests carried out by the Publitest Institute last fall for the launch of the campaign showed that normal hobbies were more popular, such as the hobby of a model car restorer, explains Roman Jud, consultant at Wirz.
Numerous respondents had apparently criticized the fact that there were no women among those portrayed. This was also changed with the follow-up campaign and the motif about a "doll doctor".
By redefining the image mentality, the most striking feature of which is the hard contrasts, the appearance appears stronger and the message gains in power. The changed "image quality" of the current ad motifs suggests energy and determination. It also supports an image-building mood. This mood was even less pronounced in the launch campaign because the subjects were photographed in a documentary style.
40-second spot as the highlight of the follow-up appearance
"The photos show the people portrayed in an exciting way in the environment of their hobby," says Wirz-CD Matthias Freuler.
The highlight of the campaign is a TV commercial that is well worth seeing, telling the story of Gabriel Jenny, his coming of age and his love of pogo stick jumping in 40 seconds.
Since the merger of Allianz Switzerland with the Swiss insurers Elvia and Berner was announced last fall, Wirz, Zurich, has been designing the advertising for the subsidiary of the German company, which is now called Allianz Suisse. The collaboration began with the communication of the merger and the name change resulting from the takeover.
The company's USP was then launched in November with a positioning campaign. According to this, "Allianz Suisse clients (...) have more free time". The realization portrayed clients of Allfinanz who pursue an unusual, time-consuming hobby. It featured Koni Schafroth, for example, who constructed a visionary, production-ready aircraft in the shape of a fish instead of a bird.
The follow-up campaign, again designed by Wirz, follows the same conceptual approach. In contrast to the first campaign, it now primarily shows Allianz Suisse insurance and advisory customers pursuing more communal hobbies than in the first series.
Deficiencies identified by market research remedied
Market research suggested shifting the focus to more popular leisure activities. Pretests carried out by the Publitest Institute last fall for the launch of the campaign showed that normal hobbies were more popular, such as the hobby of a model car restorer, explains Roman Jud, consultant at Wirz.
Numerous respondents had apparently criticized the fact that there were no women among those portrayed. This was also changed with the follow-up campaign and the motif about a "doll doctor".
By redefining the image mentality, the most striking feature of which is the hard contrasts, the appearance appears stronger and the message gains in power. The changed "image quality" of the current ad motifs suggests energy and determination. It also supports an image-building mood. This mood was even less pronounced in the launch campaign because the subjects were photographed in a documentary style.
40-second spot as the highlight of the follow-up appearance
"The photos show the people portrayed in an exciting way in the environment of their hobby," says Wirz-CD Matthias Freuler.
The highlight of the campaign is a TV commercial that is well worth seeing, telling the story of Gabriel Jenny, his coming of age and his love of pogo stick jumping in 40 seconds.
