Integrated campaign launches new Zurich Connect direct insurance product

by Noelle McElhatton, marketingdirectmag.co.uk 01-Jul-09, 09:30

LONDON - Ads featuring the voices of comedian Alexander Armstrong and actor Marc Warren will launch new direct insurance brand from Zurich today across TV, press and radio.

The TV ads were created by Publicis Dialog, with below-the-line activity, including direct mail, door drop and online ads, created by OgilvyOne.

The campaign pushes Zurich Connect as a brand that delivers value direct insurance without compromising on quality.

Publicis Dialog and animation house Not to Scale have created two animated characters, one who stands for ‘price’, and one who represents ‘quality’ of cover.

The characters feature the voices of comedian Alexander Armstrong and actor Marc Warren (Hustle, Mutual Friends, Dracula, State of Play) to promote the idea that consumers can benefit from the best of both worlds with Zurich Connect.

TV ads will run on terrestrial and digital channels with press ads featuring in publications such as The Times and the Daily Mail, and radio. The campaign will be rolled out across Europe, beginning with Italy and Spain, overseen by Publicis Dialog. A second TV execution, called Hot Wheels, follows in August.

Media strategy was developed and bought by Zed Media.

"The use of a double act to demonstrate the product in a tangible and humorous way is spot on," said Peter Corfield, chief marketing officer for Zurich’s direct business in Europe.

David Prideaux, executive creative director at Publicis Dialog, added: "Developing a new direct insurance brand in five countries is a fantastic challenge. With Chris Ketchell’s animation and Armstrong and Warren’s voices, these two characters have all the attributes to become one of advertising’s enduring double acts."