30 years of Smile Insurance: Pam Advertising uses the Pratfall effect
In the current spring campaign, new subjects from Pam Advertising focus on the services and anniversary year of Smile Insurance. The campaign is being played out on posters, digital outdoor screens, online and on TV.
Many people are unaware that the insurance company has existed since 1994. Back then, the insurance company still sold its policies by telephone. 30 years later, Smile claims to have established itself as the largest online insurance company in Switzerland. As part of its anniversary year, Smile is using a self-deprecating motif to celebrate its 30th anniversary and, not entirely unselfishly, wishing people luck.
Monthly right of termination as a service
Many insurance contracts stipulate a minimum term and only an annual right of termination. With Smile, policyholders can cancel on a monthly basis. The pratfall effect was used to draw attention to this advantage: A former customer praises the insurance company's termination service in an ad.
Responsible at Smile: Joséphine Chamoulaud (CEO), Chris Benros (Lead Media & Communications), Ivana Gonzalez (Marketing Strategist Europe), Fabienne Braunschweiler (Brand & Communication Manager Europe). Responsible at Pam Advertising: Parvez Sheik Fareed, Miro Pfister (overall responsibility and creative direction). External partners: Hastings (sound design & voice recordings). Responsible at Nova Impact (Media): Sandra Fehr (Managing Partner), Marcel Bieri (Senior Media Consultant), Anna Gösling (Digital Media Consultant).
