One of the added advantages of being a global company is the ability to market a global brand name. Last year the Zurich Financial Services Group launched a new a clever slogan – “Because Change Happenz.” Now the company is following up on the success of that brand with a “second wave of the campaign,” in Europe and the US.
Zurich’s is focusing on its Life, Personal lines, Commercial and Global Corporate insurance business. The new campaign stresses Zurich’s “ability to deliver insurance solutions for a changing world,” said its announcement, which references the slogan.
Arun Sinha, Zurich’s Group Chief Marketing & Communications Officer, explained: “The recent brand tracking research revealed that, following the brand campaign, more consumers in our target markets recognize Zurich as an insurance provider, understand what we do and what makes us different. The brand is a measure of the results the company has achieved in creating One Zurich – capable of thinking and acting collectively.”
In order to increase awareness of Zurich’s capabilities, the new campaign is directed at a global corporate audience. It will run in leading pan-European and US media. New advertisements for Life, Personal lines and Commercial insurance will appear in key newspapers and magazines in Switzerland, Germany, Austria, Italy, Spain, Portugal and the UK throughout 2007. In the US, a new advertisement is targeting small and medium size businesses.
Topics USA
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