Generali and TBWA\Zurich set a new course in the insurance industry

The insurance industry focuses on seasonality in its product campaigns. In the months when people move house, companies advertise household insurance, in September car insurance due to the annual right to cancel, and at the end of the year pillar 3a for tax reasons. However, the need for an insurance product depends on numerous factors besides timing.

Instead of seasonality, Generali Switzerland relies on an always-on strategy. The campaign relies on optimized data management, a sophisticated target group strategy and dynamic advertising media.

Target group specific, personalized messages 

Together with the Dentsu Aegis Network, Generali Switzerland has developed a strategy aimed at users who are about to take out an insurance policy. The target group strategy is based on comprehensive audience analyses.

In a first step, users were classified into relevant target groups based on potential purchase intentions, behavior, life stage and other meaningful data from private market place publishers.

In a second step, the tailored target groups were addressed with an advanced retargeting strategy. The users were supported and picked up in their micro-moments with a message in their search for the appropriate insurance. The micro-moments were identified by triggers such as dwell time, soft conversions like flyer downloads or number of pages visited.

Dynamic advertising media with over 5,000 individual combinations 

For the implementation of the always-on campaign, Generali Switzerland, in collaboration with TBWA\Zurich, is relying on the look of the image campaign launched in 2018. The current and year-round online campaign addresses target groups individually with the help of Big Data. The result is advertising media that are used as serials. For this, TBWA created the script for the various formats according to a predefined audience strategy.

Using the DV360 campaign tool and classic media planning, over 5,000 dynamic combinations of 11 advertising formats, 15 icons and 23 subjects were played out to suit the target groups. The visuals covered the topics of pension provision, household insurance, car insurance, legal protection and business insurance.

In addition to the aforementioned strategies, Generali Switzerland also relies on machine learning and artificial intelligence. A pilot project with the Zurich-based start-up Nexoya will soon begin in order to further optimize campaigns and, in particular, budget allocation.