Marketing campaign ‘inspired customers and employees to think differently about insurance’
12/06/2022
Tracy Waxman, head of brand and marketing communication at Zurich UK, tells Insurance Times why the insurer should win the Marketing Campaign of the Year - B2C category at the 2022 Insurance Times Awards.
Article taken from interview done and published by Insurance Times - to view the original please click here.
Why did you want to enter the Marketing Campaign of the Year - B2C category?
Our aim with this campaign was to establish a strong emotional connection with our audiences without relying on specific propositional claims. At the same time, we wanted to convey our new global brand purpose - to create a brighter future together - and our interest in sustainability in a fresh and inspiring way.
This campaign hit the mark on both fronts and we’re incredibly proud of the fact that broadcasting company Sky felt it was one of the most creative TV sponsorship campaigns it had ever seen.
What problem were you looking to solve, or what process were you looking to improve?
This campaign is unlike anything else that has been seen in the industry. It inspired both our customers and employees to think differently about insurance.
Utilising powerful storytelling, creating a clever analogy with the incredible characteristics of nature, we were able to launch our new brand purpose and sustainability ambitions in a very relevant and meaningful way
What do you think makes your entry stand out or different from your competition?
The campaign achieved unprecedented uplifts in our brand metrics, such as consideration, emotional connection and likelihood to recommend Zurich.
What would winning this award mean to you and your firm?
It would give us the recognition that, as an industry, we can step outside of our usual norms and be genuinely creative. This enables us to inspire all of our external and internal audiences.
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