| Title | CUSTOMER FOR 100 YEARS |
| Brand | SWISS LIFE |
| Product/Service | LIFE INSURANCE |
| Category |
A11. Consumer Services |
|
Entrant
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RUF LANZ Zürich, SWITZERLAND
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Idea Creation
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RUF LANZ Zürich, SWITZERLAND
|
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Media Placement
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ZIPMEDIA Zürich, SWITZERLAND
|
Credits
| Markus Ruf |
Ruf Lanz, Zurich |
Creative Direction |
| Danielle Lanz |
Ruf Lanz, Zurich |
Creative Direction |
| Markus Ruf |
Ruf Lanz, Zurich |
Copywriter |
| Isabelle Hauser |
Ruf Lanz, Zurich |
Art Direction |
| Ursula Jaag |
Ruf Lanz, Zurich |
Account Executive |
| Caroline Nünlist |
ZipMedia, Zurich |
Media |
Why is this work relevant for Media?
This work demonstrates a special use of media to emphasize the idea by changing the appearance of the media itself – and thereby changing the daily routine of newspaper readers.
Background
Swiss Life is the oldest life insurance group in Switzerland. The company stands for stability and security since 1857 and accompanies its customers throughout a lifetime. The intention was to bring this to mind in our fast paced generation.
Describe the creative idea/insights
Because Swiss Life accompanies its customers throughout a lifetime, we sought out their most loyal customer to proof it: the 101 year old pensioner Hans Knecht, whose policy is active for 100 years. We congratulated the 101st birthday of this healthy pensioner in a special way.
Describe the strategy
Swiss Life’s target group is basically every adult person in Switzerland. That’s why we’ve chosen the most serious and renowned Swiss newspaper to place our congratulations for Hans Knecht: the „Neue Zürcher Zeitung“, a leading news medium in the German-speaking region.
Describe the execution
We honoured the 101st birthday of Hans Knecht in a special way. In close cooperation with the editors-in-chief and the publishers, we arranged the entire edition of the renowned newspaper to be published with the original title page from the day of his birth: June 7, 1917. With a corresponding explanation site portraying the healthy pensioner.
List the results
1. A visibly moving birthday celebration: the newspaper was delivered to Hans Knecht on that day by the CEO of Swiss Life himself.
2. A newspaper that caught the eye – at hundreds of newsagents and delivered to thousands of mailboxes.
3. 239,000 readers who now know: Swiss Life has served satisfied customers for over 100 years.
4. The heartwarming content has been shared online thousands of times.