| Titulo | Attenborough |
| Agência | McCann-Erickson Switzerland |
| Campanha | Experts - Winterthur International |
| Anunciante | Winterthur International |
| Marca | Winterthur International |
| Posted | Março 2000 |
| Produto | Insurance |
| Sector Empresarial | Seguros |
| Legenda | From Insurance To Total Risk Management |
| Filosofia | Creative Strategy: World famous personalities, experts in their fields who took a lot of risks in their lives, talk about the risks and opportunities in life. Their reputation and expertise are linked with the very own expertise of Winterthur International in risk management. Nothing about the solutions of Winterthur International was mentioned, only a quote from each personality and an address leading to a comprehensive website. Media Strategy: In basic media, a selection of pan-European business publications was chosen, along with risk-management and investment special interest magazines. In secondary media, international business TV channels were favored. In additional media, beside a comprehensive website and new brochures, photo exhibitions, music CDs, calendars as well as a corporate guideline manual were developed. Results: In Europe, the business unit of Winterthur International in now in the top three in its specific business sector. The pre/ post-test results are convincing: the campaign achieved an ISG rating of 4.3, reached a recall of 77% at the beginning and 82% only a few months after the first placement in key publications. The clients view is: Maximum impact at reasonable costs! |
| Problema | Marketing situation: In 1998, Winterthur International, a former division of the Winterthur Insurance company, developed innovative alternative risk transfers in order to cover all risks including relevant issues concerning balance sheets. These so-called new total risk solutions had to be addressed to the top level of executives and not only to the usual brokers and risks managers. Advertising Objectives: Shift the positioning of Winterthur International from a conservative insurance supplier to an innovative business consultant covering total risk management by building brand awareness.Winterthur International had to become a world class brand for total risk management and consulting. |
| Tipo de Mídia | Publicidade em revistas |
| Director criativo | Edi Andrist |
| Director de publicidade | Danièle Isenegger |
| Account Manager | Urs Jaermann |
| Director criativo | Daniel Comte |
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