Zurich Financial Services expands branding campaign

ZURICH, SWITZERLAND: Zurich Financial Services is expanding its consumer-facing integrated campaign, HelpPoint, with increased digital outreach and the launch of the latest version, Insights.

ZURICH, SWITZERLAND: Zurich Financial Services is expanding its consumer-facing integrated campaign, HelpPoint, with increased digital outreach and the launch of the latest version, Insights.

"Customers want to know that their insurer has a deep understanding of what their needs are, they can provide insight and guidance in a fast and easy manner, and they are really centered on what the customer wants," said Sean Kevelighan, head of group media relations for Zurich North America.

Launched in 2008, the HelpPoint advertising campaign positioned the company as a helper, and as a company that is there for its customers, rather than strictly an insurance company. Later, the company introduced HelpPoint Advocates, a group of internal expert advocates who provide expertise to the media on risk management issues.

"We're trying to make this a campaign that is just about providing objective information, not particularly trying to sell one product or another," Kevelighan said.

Zurich and its North American PR agency, PUBLIC, promote its HelpPoint Advocates to marketing and business media, like CNBC, Bloomberg, and the AP, and is also on Twitter.

This month, the company launched a new website for HelpPoint Advocates, with videos of the various advocates, and is planning a new HelpPoint Advocate Facebook page.

The new evolution of this integrated campaign, Insights, launches globally this week, with advertisements in print, on TV, and online. It focuses on the ways customers can enjoy life and not worry about insurance coverage if they work with Zurich. Zurich plans to introduce a PR element to the campaign, similar to HelpPoint Advocates, in the coming months.

Kevelighan added that the goal is for "all target audiences [to] be able to see and feel the Zurich brand and how insightful and understanding it is in terms of risk management."

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