With Insurance Often Viewed as a Grudge Purchase, Zurich’s Approach is Refreshingly Different
Zurich Insurance Group is shaking up the industry with a fresh, emotionally charged campaign that challenges the way we think about insurers.
The global marketing drive, ‘We don’t just cover. We care’, aims to break free from the transactional nature of insurance and reposition Zurich as a brand that truly connects with its customers when they need it most.
Developed by 72andSunny Amsterdam, the campaign spans outdoor, social, digital video, TV, and retail advertising across several markets.
It builds upon Zurich’s ‘What can go right?’ platform, which has already proven to boost brand consideration and business performance.
Conny Kalcher, Zurich’s Group Chief Customer Officer, underscores the campaign’s mission stating, “Just providing insurance isn’t enough. We need to really understand our customers and meet their needs.”
It’s a clear signal that Zurich wants to move beyond policies and premiums to create real, human connections—especially in moments of crisis.
Simone Moessinger, ECD of 72andSunny Amsterdam, explains the strategy, “The original platform established Zurich’s identity with informed optimism. Now, we’re taking it further—highlighting the premium care Zurich extends to all its customers.”
With insurance often viewed as a grudge purchase, Zurich’s approach is refreshingly different.
By tapping into emotional storytelling and reinforcing its commitment to genuine customer care, the brand is setting a new industry benchmark.
