Y&R Group: New campaign for Generali Switzerland
Insurance companies' offerings and communications are often too abstract and too far removed from our daily lives. Y&R Group Switzerland has now launched a campaign for Generali designed to bridge that gap.
It addresses the fact that there are certain basic traits in the personality of each of us that have always been there. If you are reliable today, you probably were as a child, and if you used to be a go-getter, you are certainly not one of the reserved ones today, even as an adult. "Always" is therefore the key concept on which the entire campaign is based.
Generali's communication offensive is being launched with a campaign for car insurance. The four subjects pick up on four specific Generali services. For the visualization, the agency went back to where the needs began - in childhood. Generali carried out extensive tests beforehand to determine which services were really relevant for its customers. After all, the company wanted to present itself to the Swiss population as the insurer that offers real solutions for real needs.
From this information, the Y&R team then distilled the subjects, which were realized with photographer Dan Cermak and his team in a shoot lasting several days. Not only the car insurance campaign was photographed and filmed, but also other subjects for other products that will be used later.
Zenith Optimedia - like the Y&R Group Switzerland a new partner of Generali - has developed an off- and online campaign for this purpose, which since April 18 has been leading potential customers directly to a specially created landing page and from there, in the best case, directly to an insurance policy.
Responsible at Generali: Margrit Zwimpfer (Head Digital Marketing), Karin Nifantis (Senior Brand Manager), Aleksandra Luzna (Marketing Communications Manager), Susanne Hohler (Senior Marketing Communications Manager). Responsible at Y&R Group Switzerland: Thomas Engeli (ECD), Louise Zöckler (AD), Natasa Maricic (text) Diana Zberg, Alexandra Wegener (graphics), Roger Krage, Edi Walker, Charlotte Petri (consulting), Pirmin Wyss (strategy), Robert Seidl (frontend development), Fabrice Tobler (multimedia). Production: Dan Cermak (photography and direction), Alexander Herzog (film production), Vera Schmid (artbuying), Lisa Biedlingmaier (image editing).
