When a new brand, hitherto un-launched in the UK, enters into a sponsorship deal with a sport dear to the hearts of millions of British and Irish people, it runs many risks. Zurich had to be seen to be in tune with Rugby Union and not to be accused of hijacking the game.
A national campaign of TV and press ads featuring situations that are recognised by the true Rugby aficionado started the ball bouncing. Now Zurich seen as one of the sport’s biggest supporters but its name is synonymous with Premiership and Championship Rugby, the World Cup winning England National side and the British Lions. It was our understanding of the game that helped Zurich understand it too.
A total of 17 ten, fifteen and twenty second commercials were shot in Australia, directed by John Marles of Castlemaine XXXX fame. View the commercials here.
Armed with a decent camera and taking a proactive approach to developing work on the spot, press and digital executions were literally framed and shot as the opportunities presented themselves.
Banking has never had the best of reputations, so when Zurich launched in the UK it was potentially just another faceless financial institution looking to make money from customers. This campaign was created acknowledging the fact that Zurich was unknown to UK customers and began by questioning the basis of relationships.
Zurich is now successfully established in the hearts and minds of British people and going from strength to strength.