The insurance industry focuses on seasonality in its product campaigns. In the months when people move house, companies advertise household insurance, in September car insurance due to the annual right to cancel, and at the end of the year pillar 3a for tax reasons. However, the need for an insurance product depends on numerous factors besides timing.

Instead of seasonality, Generali Switzerland relies on an always-on strategy. The campaign relies on optimized data management, a sophisticated target group strategy and dynamic advertising media.

 

Target group specific, personalized messages 

Together with the Dentsu Aegis Network, Generali Switzerland has developed a strategy aimed at users who are about to take out an insurance policy. The target group strategy is based on comprehensive audience analyses.

In a first step, users were classified into relevant target groups based on potential purchase intentions, behavior, life stage and other meaningful data from private market place publishers.

In a second step, the tailored target groups were addressed with an advanced retargeting strategy. The users were supported and picked up in their micro-moments with a message in their search for the appropriate insurance. The micro-moments were identified by triggers such as dwell time, soft conversions like flyer downloads or number of pages visited.

 

Dynamic advertising media with over 5,000 individual combinations 

For the implementation of the always-on campaign, Generali Switzerland, in collaboration with TBWA\Zurich, is relying on the look of the image campaign launched in 2018. The current and year-round online campaign addresses target groups individually with the help of Big Data. The result is advertising media that are used as serials. For this, TBWA created the script for the various formats according to a predefined audience strategy.

Using the DV360 campaign tool and classic media planning, over 5,000 dynamic combinations of 11 advertising formats, 15 icons and 23 subjects were played out to suit the target groups. The visuals covered the topics of pension provision, household insurance, car insurance, legal protection and business insurance.

In addition to the aforementioned strategies, Generali Switzerland also relies on machine learning and artificial intelligence. A pilot project with the Zurich-based start-up Nexoya will soon begin in order to further optimize campaigns and, in particular, budget allocation.

Hundreds of thousands of Swiss played for the two super jackpots of 150 and 156 million francs in the week before last and last week. Shortly after the draw, Generali invited everyone who had not won the lottery to take part in the Generali draw with their losing ticket and win a Pillar 3a. And thousands followed the call.

The Swiss insurer is now actually giving away a pillar 3a life insurance policy among all those who have not skimmed off the main lottery prize. In this way, TBWA\ and Generali cleverly used the lottery hype around the giant jackpot to place a very serious and important message in an entertaining way. As part of the campaign, print and online and social media were used for activation and a microsite was launched specifically for registration.

Who can look forward to winning a Pillar 3a was revealed in style in a live show via Facebook Live. Moderated by the actress and comedian Stefanie Berger on 08.10.18 at 20h.

Responsible at Generali: Mike Fuhrmann (Chief Marketing & Customer Officer), Margrit Zwimpfer (Head of Brand & Proposition Marketing), Ilenia Peluso (Proposition Marketing Manager), Doris Jaussi (Proposition Marketing Manager). Responsible at TBWA\Zurich: Manuel Wenzel, Bruce Roberts (Creative Directors) Tizian Walti, Angelo Sciullo, David Voges, Michel Kissling, Isabelle Benz, Anouschka Tschudi (Creation) Christian Frey, Chantal Szabo (Consulting). Other partners: Christian Dancker (photography), Andre Koll, Aline Eggert (eg+).

In a perfect world, everything is as you'd like it to be: nothing ever goes wrong with crafts, pets never stray onto the street and young people are all sensible. With real data, TBWA\ counters this ideal world thinking and breaks it down with actual Switzerland-wide figures. Data becomes the punch line of motives, so to speak. Consequently, the agency from Seefeld also relies exclusively on real footage instead of staged films in its moving images. And thus swims against the current of common feel-good moments of competitor communication.

"Since we at Generali are also normal people, we know that life doesn't always run perfectly and therefore try to live up to the real life of our customers and make it as easy as possible for them. TBWA\'s disruptive campaign is the right appearance for us at the right time, in which authenticity is more important than ever," Margrit Zwimpfer, Head of Brand & Proposition Marketing at Generali, said in a statement.

Video Banner Tennis Sponsorship

In addition to OOH and a TV tennis sponsorship, the integrated campaign will unfold primarily online. In addition to banners, prerolls, and bumper ads, the tension between the Healer World and real data will also be shown on the microsite. Dasechteleben.ch consistently played. Guerilla stickers at suitable locations additionally underline the relevance to real life.

Responsible at Generali: Margrit Zwimpfer (Head of Brand & Proposition Marketing), Martin Meier (Senior Brand Manager), Ilenia Peluso (Proposition Marketing Manager), Andrea Burghart (Brand Design Manager), Doris Jaussi (Proposition Marketing Manager). Responsible at TBWA\Zurich: Manuel Wenzel, Bruce Roberts (Creative Directors) Tizian Walti, Angelo Sciullo, Isabelle Benz, Anouschka Tschudi (Creation) Alexandra Kellenberger, Chantal Szabo, Christian Frey (Consulting), Arik Leeb, Samuel Wetzel (Strategy), Agnes Meier (Production), Sabina Post (DTP). Responsible at Shining: Sophie Toth, Pascal Duschletta (Producers). Other partners: Felix Streuli (photography), JingleJungle (recording studio). Responsible at Your Position: Philipp Griesser (Senior Consultant Digital Marketing); Andrea Donatsch (Project Manager Digital Advertising); Miro Teufer (Junior Project Manager Digital Advertising); Ronald Maurhofer (Project Manager Analytics). Responsible at Zenith: Martina Frei (Consulting); Francesco Mogavero (Digital Strategy); Serdar Sönmez (Digital Planning); Kathrin Walser (OOH Planning).

In addition to traditional communications, the mandate also includes a wide range of digital, data-driven communications measures. These will be intensified in connection with the repositioning of Generali Switzerland. In a pitch held back in late summer, TBWA\ prevailed over its competitors with a 100 percent data-driven approach. The agency and client are keeping quiet about details of the repositioning and what kind of campaign to expect. The launch of the campaign is scheduled for the first quarter.

Customers can now put together their own individual package. Among other things, this can now be supplemented with cyber insurance. For example, if you lose your data due to a software error and have to have it restored, or if you fall victim to a hacker attack, the resulting costs of the damage are insured.

All pet lovers who have always wanted the best for their pets can now also take out pet insurance with Generali and cover themselves for high veterinary costs. The insurance applies to dogs and cats.

Moving images, banners and out-of-home are used for the campaign.

Responsible at Generali: Margrit Zwimpfer (Head of Brand & Proposition Marketing), Ilenia Peluso (Proposition Marketing Manager), Aleksandra Luzna (Proposition Marketing Manager). Responsible at Y&R: Markus Gut (CCO), Benjamin Franken (CD), Louise Zöckler (AD), Natasa Maricic (Text), Claus Bornholt (COO), Sandro Tschuor, Daniela Meier (Consulting), Elias Zurbuchen (DTP), Rafael Tucev, Marlon Perini (Animation).

In a multi-stage selection process, the Y&R Group was able to prevail over the competition and now serves Generali Versicherung in a wide range of areas.