We don’t just cover. We care

Zurich Insurance Group is launching a major new global brand campaign focusing on its great customer service, created in partnership with long-standing creative agency 72andSunny Amsterdam.

“We don’t just cover. We care” is an ambitious, 360-degree campaign that focuses on building brand consideration for Zurich, initially rolling out in more than 10 markets including: Spain, Portugal, Chile, Australia, Malaysia, Italy, Brazil, Argentina and Switzerland, with other markets to follow.

The creative is designed to drive brand consideration by turning the anticipated experience of insurance on its head. The campaign challenges the assumption that people’s relationship with their insurer is mainly transactional to show that the brand really cares.

Research revealed that focusing on the key customer needs is the most important aspect when driving brand consideration. This includes; superior claims handling, exceptional customer service with an empathetic approach and proactive prevention measures across its homes, health and automobile products.

To ensure the campaign resonates in local markets, 72andSunny has developed a flexible global creative system to maintain brand consistency while allowing market-specific adaptation across media. This includes outdoor, social, digital video, TV and retail advertising.

This campaign builds on the “What can go right” brand platform which is rooted in optimism. This has allowed Zurich to stand out in a category dominated by preconceptions. In the four years since it was launched, “What can go right” has delivered significant improvements for Zurich, both in brand consideration and business performance.

Conny Kalcher, Group Chief Customer Officer said: “Our latest brand campaign encapsulates the essence of everything we’ve been working towards in recent years. We want to stand out from the crowd with our customers. When someone is making an insurance claim, it’s generally when something bad has happened. This is where we have to move beyond a transactional exchange to really emotionally connect with our customers in that moment to show we really care. Just providing insurance isn’t enough, we need to really understand our customers and meet their needs.”

Simone Moessinger, ECD, 72andSunny Amsterdam said: “The original ‘What can go right?’ brand platform established a distinctive brand identity for Zurich, rooted in informed optimism. Now it’s time to build on our success metrics – which have shown significant improvements in brand consideration and business performance across markets – by highlighting the premium care that Zurich extends to all its customers.”