Zurich
Helping a 150-year-old Swiss insurance company discover new global ground.
Zurich Insurance is a top player, but a bit sleepy and a lot traditional. With an aggressive vision for the future – including moving beyond insurance with the acquisition of several global asset management companies—increasing awareness would be critical to Zurich’s success. In a time of extraordinary change and rapid globalization, we knew we couldn’t tell their story in the same old way. Or, in the same old places.
We asked ourselves, “What is Zurich’s role in a time of radical disruption?” To us, it was radical humanity. Helping people keep their big life promises. To their family. To their businesses. To themselves. No one knows what the future will bring. But smart people, with smart partners, plan, imagine, construct and look ahead. They connect the dots forward.
“Connecting here to there.” Our work was built on this premise. With a simple blue dot, appropriated from Zurich’s logo, we began to tell the story of how Zurich is helping people around the world connect here to there. We also wanted to ensure that our communications worked both globally and locally. At the global level, we reinforced Zurich as high quality and straightforward. At the local level, our goal was to create alignment with the particular vernacular, idioms, customs and lifestyle of each market.
Results
This campaign was launched out of Zurich, Switzerland. It was their first unified global campaign. There was a 48% increase in aided awareness in the first six months. Unaided awareness tripled within the same time period. A “soft” result, but one of the most important, was that a company of 68,000 people now had a vision to rally behind.
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