Zurich

Why more and more people are moving to Zurich.

Javelin won the Zurich account in 2010 – “The strategic thinking, outstanding creative proposal, and integrated team approach at Javelin was heads above anyone else,” Pitch Consultant.

The key client objectives, as stated pre-pitch, included “More differentiation, to challenge inertia, and increase both brand involvement and brand awareness.”

Our approach was to create a catalytic brand idea that could help lift the entire product portfolio. It was very clear to us from the outset that the Zurich brand needed a higher connection with the Irish audience. So in 2010, as Irish consumers were skeptical of local financial service providers, the idea of a brand from Switzerland seemed very attractive. This now had really positive associations that otherwise may have been austere and removed.

The current central corporate brand idea is that Zurich delivers what matters, when it matters. We decided that the brand needed to have not only scale but also a local connection. We also needed it to have a sense of freshness, a new tone. So the new brand idea ‘That’s it. I’m moving to Zurich’ was born.

This would act as a catalytic converting campaign idea for each product area and crucially provide the switching call that was needed. It has resonated vigorously with Irish consumers, perhaps mainly because of the local economic situation and how it affects their personal financial affairs. When we tested it with consumers, the idea clearly created a real point of difference, relevant stand out and appeal for them. The idea has worked equally well across car insurance, pensions and home insurance. And we are only getting going.