Smile and Equipe say "Bye Bye"

Zurich agency Equipe is igniting the next stage in brand awareness for direct insurer Smile following a successful pitch decision in December. The first work is already live.


Even in 2021 and after the recent pitch, Smile is sticking to its mission: The digital direct insurer has set out to rid the world of "blah blah". Or at least the insurance world.

Together with Equipe as agency partner, Smile wants to further expand awareness from 2021 and strengthen its own positioning as a digital brand.

A cross-media campaign in German- and French-speaking Switzerland is currently kicking off the campaign. This includes a topical Trump theme, which Smile used on Wednesday on the websites of Tagesanzeiger and 20 Minuten, among others, to bid farewell to the newly elected US president with a wink. The situational message behind it: Now is the right time for something new. Because unlike others, Smile offers a simple, uncomplicated and quick change, without any blah blah blah - according to the claim.

"We are very excited to continue developing the Smile brand together," comments Markus Hammer, Executive Creative Director of Equipe. "Because Smile is not only a very dynamic and exciting brand in terms of content, but also dares to break new ground and expose itself in terms of communication."

The launch was extended by targeted DOOH subjects, display ads and paid social media measures, including remarketing, which have been placed in the right environment for the mobile target group since the start of the year.


Media budget defended, creative budget newly secured

In addition to defending its media account, Equipe has now also secured the creative account of its long-standing client Smile in a recent pitch against renowned competition. Senlermedia continues to be responsible for the social media budget.


Responsible at Smile: Pierangelo Campopiano (CEO), Joséphine Chamoulaud (Head Marketing and E-Commerce), Ivana Gonzalez (Digital Marketing Project Manager), Jonathan Barreiro (Lead Business Development), Lucrezia Mazzola (Customer Experience Manager). Concept, Realization & Media: Equipe.

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