OgilvyOne London – which recently won the digital and direct marketing account for insurer Zurich Connect – has been working with ad agency Publicis Dialog to create the launch campaign for the new brand.
The campaign, breaks today (1st July) online and across TV, press and radio; Italy, Spain and the rest of Europe will follow.
It’s 24 years since direct insurance (think Direct Line, eSure and the like) came to the UK . The sector has been shaken up by the arrival of price comparison sites that have forced the spotlight on transparency and price, often to the detriment of policy content. But consumers still want the reassurance that they are getting quality cover as well as a great price. Zurich has capitalized on what they feel the competition has never successfully delivered: ‘the best of both worlds’. Zurich Connect is a new brand that delivers value direct insurance without compromising on quality.
To portray the relationship between price and quality, the campaign “stars” two animated characters, one who stands for ‘price’, and one who represents ‘quality’ of cover. Featuring the voices of comedian Alexander Armstrong and actor Marc Warren (Hustle, State of Play), they act as brand spokesmen, representing the two different sides of the new product.
Below the line activity, created by OgilvyOne London supports the TV and press ads and includes direct mail, doordrop and online advertising.
To see our digital work, go to: www.zurich-connect.co.uk
