Over-motivated testimonials

Category

Campaigning Creativity Finance, Insurance & Legal

Year

2020

A company that is proven to have the most satisfied customers, and advertises it. That's exactly how banal, boring advertising goes. Or not, as the new SWICA campaign shows.

A company that is proven to have the most satisfied customers, and advertises it. That's exactly how banal, boring advertising goes. Or not, as the new SWICA campaign shows.

A young woman from Graubünden, a pensioner with a dog, a family man from Ticino and a young couple all talk enthusiastically about their health insurance company: That doesn't exactly sound like a creative campaign.

But when the statements are as effusive as they are here, and the company itself puts them into perspective with disarming honesty and the phrase "No customer talks about us like that," then both attention and entertainment value increase exponentially.

"We have been at the top of all customer satisfaction surveys for years," says SWICA Marketing Manager Michael Schneider. "We are naturally grateful to our customers for these great ratings. And with our communication, we'd rather make viewers and listeners smile than yawn."

Four films and corresponding radio spots form the core of the campaign, which was launched on October 12. In addition to the videos in various online formats, display banners, video branding large formats and various social media ads including a contest on www.swicalove.ch complete the campaign.

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