Equipe speaks plain language for Smile customers

The online insurance company Smile focuses its communication on its claim to be a challenger. The cross-media campaign was created by the Zurich agency Equipe.

Smile is the insurance without blah-blah. The direct insurer is thus committed to uncompromising simplicity and flexibility for its 150,000 customers. Mobile first instead of paperwork, fast instead of slow, understandable instead of complicated. What applies to the offer and service is now to apply in the latest advertising materials. The new campaign combats what annoys many customers of other insurance companies: a lot of blah-blah.

For its latest communication, Equipe has now developed a language that uses as little of this as possible. "With the new campaign, Equipe has managed not only to position us as a likeable digital brand, but also to strike a chord with our potential customers," says Joséphine Chamoulaud, Head of Marketing and E-Commerce at Smile.

In addition to megaposters at high-traffic locations and online spots, the campaign includes display ads developed specifically for the respective insurance line, including remarketing, which are placed on comparison portals as well as the most relevant advertising networks.

The new subjects are now in use along the entire funnel in German- and French-speaking Switzerland.


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). Responsible agency: Equipe. Media: Equipe.

More articles on the topic