Zurich unveils “Insights”, the latest evolution of its global Zurich HelpPoint brand campaign
Zurich - Zurich Financial Services Group (Zurich) today launches “Insights”, the evolution of its global Zurich HelpPoint brand campaign focusing on what matters most to customers. The “Insights” campaign builds on the successful campaign initially launched in 2008 which brought customer centricity to life in the insurance industry.
It conveys Zurich’s deep customer understanding and portrays positive situations customers are able to enjoy as they know they can count on their insurance coverage and on Zurich HelpPoint. Such situations can range from a breath-taking kite-surf ride, as they have wisely invested into their old-age plan, to a customer calmly driving his wife expecting their child to the hospital in the family car. The campaign also targets the corporate customer with advertising showing real cases when Zurich has been there to help. These range from large construction projects such as the expansion of the Panama Canal through to stories where Zurich helps mid sized businesses manage their claims more effectively.
“We talked to thousands of customers and they told us that there are times when they are glad to have Zurich HelpPoint by their side,” said Arun Sinha, Zurich’s Chief Marketing Officer. “Every aspect of this campaign, from the creative to the execution, builds upon the brand’s foundation of delivering when it matters most to our customers.”
The Zurich HelpPoint campaign in 2008 was the largest Zurich global launch in terms of scale, depth and breadth of the approach. Yet, it is more than a mere marketing campaign. The Zurich HelpPoint concept has fundamentally changed the way Zurich is dealing with customers.
Zurich HelpPoint is here to deliver in large scale events. When Chile was hit by a devastating earthquake on February 27 of this year, within 24 hours a dedicated Zurich catastrophe response team consisting of both local teams and colleagues from other operations in the Americas were on the ground operating catastrophic claims handling from a provisional Zurich HelpPoint. Zurich was among the first companies making initial claims payments, but also providing customers with much needed basic things such as medicines, fresh water and food. These were life changing circumstances where Zurich through its Zurich HelpPoint concept really delivered when it mattered most.
Yet, Zurich HelpPoint also helps customers in smaller loss events. In summer of 2009, severe hail storms hit various regions in Switzerland, damaging ten thousands of cars within minutes. In addition to its 126 regular Zurich HelpPoints, Zurich established 14 additional dedicated Hail HelpPoints in Western, Central and Eastern Switzerland and in Ticino where customers could bring their car, pick up a courtesy car and continue their lives while the hail dents were eliminated. More than 12,000 customers visited either a regular Zurich HelpPoint or a dedicated Hail HelpPoint to settle their claims.
Protecting cherished possessions also means prevention. In the US, Zurich launched Zurich HelpPoint Advocate, a platform where customers can get information on how to protect themselves from or how to behave in emergency situations. This includes detailed information such as how to protect your factory from fire or how to prepare your house against tornadoes.
Note to editors:
The marketing strategy will use 360 degree full circle marketing leveraging all aspects for marketing. In addition to traditional channels, digital advertising will be increased, playing a more important role compared to the initial launch. The program amplifies the use of rich media banners that engage users and guide them to the information they need.
Additional facts about the “Insights” campaign
“Insights” is a global campaign which over the full campaign cycle will reach more than 40 countries, initially focusing on 11 markets. It will feature television, print and online material worldwide, with outdoor advertisements in select countries.
Number of Advertisements:
Print: more than 70 advertisements across consumer, small & medium business, Global Corporate and North America Commercial business units
Television: more than 30 TV commercials for: car, home and life insurance as well as corporate and commercial products
Airport: various advertisements
Online: more than 50 online campaigns
The new series of print and TV commercials can be viewed on our Web site at http://www.zurich.com/main/about/helppointprinciples/advertising/ourcampaign.htm
Selected TV commercials and advertisements can be downloaded in our Multimedia Pressroom at www.zurich.com/multimedia. If you are a first-time user, please take a moment to register. In case you have any questions, please email email@example.com.
Zurich Financial Services Group (Zurich) is an insurance-based financial services provider with a global network of subsidiaries and offices in North America and Europe as well as in Asia-Pacific, Latin America and other markets. Founded in 1872, the Group is headquartered in Zurich, Switzerland. It employs approximately 60,000 people serving customers in more than 170 countries.
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