A symbol of unparalleled protection
As the global insurance sector becomes more competitive and commoditised, Zurich Insurance needed to position themselves as different to protect their premium.
We found that what set them apart was their unparalleled level of service, providing quality, data-backed insurance with a deep empathy for the things customers cared about. We developed the brand positioning of ‘intelligent protection’ to reflect these two distinct but complementary ideas.
From the brand strategy, we developed a global platform ‘Protect what you love’ grounded in the simple rationale that if you love something you want to protect it in the best way possible. Leveraging the power of visual storytelling to generate customer engagement, we crafted a brand awareness campaign around the colour blue – a symbol of protection. Zurich Insurance’s signature blue became a thread, creating coherence across Zurich’s brand, ongoing brand campaigns and content marketing.
