FCB Zurich/IPG: New Zurich car campaign

Zurich is launching a completely new car insurance policy on the Swiss market. It abolishes the premium level system. This offers drivers the great advantage that the premium is not automatically increased in the event of a claim. In addition, accident-free driving is rewarded with a reduction in the deductible after three and six years.

FCB Zurich is responsible for the cross-media launch campaign. The key visual makes people smile: a car protected by an oversized blue bobble hat. It conveys the message in TV commercials, online banners and on the zurich.ch/auto microsite: If you really love your car, take out Zurich's new car insurance. Accompanying radio spots are used, at train stations there is a prize for guessing how many balls of wool were needed for the car cap, and Zurich customers are also made aware of the new offer with a direct mail. The launch campaign is also making a stop on social media channels, where knitting grandmothers are the stars of a short documentary.

Responsible at Zurich Insurance: Priska Kaspar, Philipp von Schulthess, Petra Mosberger, Gian Gartmann, Marie-Sophie Teyssier, Tania Moghrabi Cook. Responsible at FCB Zurich: Dennis Lück (CCO), Flavio Meroni (CD) Nemi Gajic, Kelsang Gope (text), Fabian Rietmann (art direction), Carmen Köll, Stephanie Schmutterer (consulting). Photo: Nick Meek . TV: Fish Film Productions (David de la Flor). Media: UM Media (Martin Osen, Cici Steinmetz).