Agency: Publicis Dialog
Client: Zurich Connect
Publicis Dialog has created a new launch campaign for insurer Zurich Connect to hit TV, press and radio.
The campaign marks the launch of a new direct insurance offer from the established Zurich insurance brand. Following its debut in the UK, the same campaign will also be rolled out across Europe, beginning with Italy and Spain, overseen by the London agency.
It’s 24 years since direct insurance came to the UK and the current marketplace is widely regarded as being highly competitive, with consumers seen as fanatical about buying direct.
The sector has also been shaken up by the arrival of price comparison sites that have forced the spotlight on transparency and price, often to the detriment of policy content. But consumers still want the reassurance that they are getting quality cover as well as a great price.
Zurich Connect is a new brand that aims to deliver great value direct insurance without compromising on quality.
To portray the critical relationship between price and quality, Publicis Dialog has created, with animation house, Not to Scale, two animated characters, one who stands for ‘price’, and one who represents ‘quality’ of cover.
Featuring the voices of top comedian Alexander Armstrong and actor Marc Warren (Hustle, Mutual Friends, Dracula, State of Play), they act as the brand spokesmen in all elements of the launch campaign, representing the two different sides of the new product.
The relationship between them attempts to reinforce the fact that, with Zurich Connect, the consumer will benefit from the best of both worlds.
In the first TV execution, Background, “Blue” is seen explaining the new product to the audience, flipchart at the ready, as “Orange” crashes through the set, before apologising: “Sorry, it was in the way”. At “Blue’s” words – “I think we should go now…” - they both retreat as the set falls down around them. They appear again to deliver the end line, which neatly summarises their relationship: “A little price, a lot of cover”.
The UK campaign breaks at the start of July with TV ads running on terrestrial and digital channels and press ads, running in publications such as The Times and the Daily Mail, and radio.
The second TV execution, called ‘Hot Wheels’, follows in August. The cross media strategy was developed and bought by Zed Media.
Chief Marketing Officer for Zurich’s direct business in Europe, Peter Corfield, said, “In Zurich Connect we’ve created the very product the market was lacking – one that gives the duality of quality and price in equal measure.
“We’ve drawn on our vast experience as an established insurance provider, to bring to market everything the public would expect. The use of a double act to demonstrate the product in a tangible and humorous way is spot on.”
He added, “The characterisation is fresh and relevant and we’re looking forward to bringing it to the UK next week before rolling the launch campaign out across Europe later this year.”