Life as You Like: Zurich & Heimattbwa Celebrate Favorite Moments
Zurich Insurance Celebrates 150 Years in Germany with ”Favorite moments” Campaign
BERLIN (AP) — Zurich Insurance Group is marking its 150th anniversary in Germany with a new brand campaign centered around life’s “favorite moments.” The campaign, titled “Life as you like,” aims to connect with audiences by showcasing relatable, everyday experiences.
Focus on Everyday Joys
The campaign highlights the small, frequently enough overlooked joys in life. Such as, the company uses the image of a traveler stopping for their frist espresso in Italy, savoring the aroma and anticipating the experience.These moments, while seemingly insignificant, evoke strong emotions and memories.
According to Zurich, the company has collected 150 such “favorite moments” from customers and employees. These stories aim to resonate with a broad audience, presenting lighthearted and relatable scenarios.
Campaign Details
The campaign’s slogan, “Always secured. Life that you like. For 150 years with Zurich,” reinforces the company’s commitment to providing security while enabling customers to enjoy life’s experiences. The company hopes to differentiate itself by focusing on positive messaging, a departure from traditional insurance advertising that frequently enough emphasizes risk and potential loss.
Zurich previously gained attention with a remake of the Backstreet Boys’ song “I Want It That Way,” signaling a shift towards more engaging and unconventional marketing strategies.
Optimism and Confidence
The company aims to evoke optimism, future enthusiasm, and confidence, according to Nicola Schmitz, Zurich’s Head of Strategic Brand Marketing. Instead of dwelling on potential risks, the company seeks to project durability and reliability.
The new campaign includes three films designed to appeal to families and younger demographics. These films will be distributed online, through digital TV media libraries, and on social media platforms, including YouTube. Outdoor advertising, including digital displays and murals, will also play a notable role. A mural will be created on a section of the East Side Gallery in Berlin.
In Cologne, a large poster will display the campaign, and the insurer will have a presence on the reeperbahn in St. Pauli during the OMR (Online Marketing Rockstars) festival. The campaign will also extend into sales channels and involve the company’s partners.
AI Integration
While emphasizing the authenticity of the stories, Zurich is also using artificial intelligence to optimize the campaign. an AI tool analyzes the films, simulating eye-tracking studies to identify areas for improvement, such as adjusting close-up shots, refining messaging, or repositioning the company logo. Schmitz said that the AI analyzes every single second and recommends about a longer close-up on the protagonist, a re-sharpening of the message or, for example, a different placement of the logo.
Schmitz said the company plans to expand its use of AI in the second phase of the campaign, scheduled to begin at the end of July, promising a “bigger highlight” related to live experiences.
Credits
Heimattbwa is the creative agency behind the campaign. E+P Films GmbH produced the films, with djawid Hakimyar directing. Media Consult (GroupM) is responsible for planning and media placement.
zurich Insurance Marks 150 Years in Germany: “Favorite moments” Campaign
This article will explore Zurich Insurance’s new marketing campaign celebrating it’s 150th anniversary in Germany. We will delve into the campaign’s concept,strategies,target audience,and the innovative use of AI.
What is Zurich’s “Favorite Moments” Campaign?
Zurich Insurance Group is celebrating its 150th anniversary in Germany with a new brand campaign. The campaign,titled “Life as you like,” focuses on showcasing relatable,everyday experiences. It aims to connect with audiences by highlighting life’s “favorite moments.”
What are the Goals of the Campaign?
The primary goals of the campaign are:
To celebrate Zurich’s 150th anniversary in Germany.
To connect with audiences on an emotional level by showcasing relatable everyday experiences.
To differentiate the brand by focusing on positive messaging instead of conventional insurance advertising that often emphasizes risk.
To evoke optimism, future enthusiasm, and confidence.
What are the Key Elements of the Campaign?
Focus on Everyday Joys
The campaign spotlights the small, often overlooked joys in life that evoke strong emotions and memories. Zurich has gathered 150 “favorite moments” from customers and employees to resonate with a broad audience.As an example, it uses the image of a traveler enjoying their first espresso in Italy.
campaign Slogan
The campaign’s slogan is: “always secured. Life that you like.For 150 years with zurich.” This slogan reinforces the company’s commitment to providing security while enabling customers to enjoy life.
Marketing Strategy and Distribution
The campaign includes:
Three Films: Designed to appeal to families and younger demographics, distributed online, on digital TV media libraries, and social media (including YouTube).
Outdoor Advertising: Digital displays and murals form a notable part of the marketing plan, including a mural on the East Side Gallery in Berlin and a large poster display in Cologne.
Events: Presence at events like the OMR (Online Marketing Rockstars) festival in St. Pauli.
Sales Channels and Partners: Extending the campaign through sales channels and involving the company’s partners.
AI Integration
Zurich is using artificial intelligence to optimize the campaign. An AI tool analyzes the films, simulating eye-tracking studies to identify areas for improvement. These improvements could include:
Adjusting close-up shots.
Refining messaging.
Repositioning the company logo.
Where is the Campaign Being Implemented?
The campaign is being implemented across multiple channels. Key locations include:
Online Platforms: Films are distributed online.
Digital TV media Libraries: Access to films via these platforms.
Social Media: Platforms like YouTube.
outdoor Advertising: Digital displays and murals, including a mural on the East Side Gallery in Berlin and a large poster in Cologne.
Events: presence during the OMR (Online Marketing Rockstars) festival in St. Pauli.
* Sales Channels and Partners: Integrating the campaign into sales channels and with partners.
What is the Role of AI in the Campaign?
AI is being used to optimize the campaign by analyzing the films. The AI tool simulates eye-tracking studies to identify areas for improvement, such as better placement of close-up shots, refinement of messaging, and adjustments to the company logo’s position.
Who is Behind the Campaign?
The creative agency behind the campaign is Heimattbwa. E+P Films GmbH produced the films, with djawid hakimyar directing. Media Consult (GroupM) is responsible for the planning and media placement.
Summary of Key Campaign Features
| Feature | Description |
| :————————— | :————————————————————————————————————————————- |
| Campaign Title | “Life as you like” |
| Focus | Relatable, everyday experiences; highlighting “favorite moments.” |
| Slogan | “always secured. Life that you like. For 150 years with Zurich.” |
| Target Audience | Families and younger demographics. |
| Marketing Channels | Online, digital TV media libraries, social media, outdoor advertising, events (OMR), sales channels, and partners. |
| AI Integration | Simulating eye-tracking, optimizing films; adjusting close-ups, refining messages, and logo placement. |
| Creative Agency | Heimattbwa |
| Production | E+P Films GmbH |
| Director | djawid Hakimyar |
| Media placement | Media Consult (GroupM) |
| Key Message | Emphasizing security while enabling customers to enjoy life, moving beyond traditional insurance messaging of risk and potential loss. |