Zurich Insurance likens insurance to marriage

Zurich Insurance Malaysia Berhad launched its new campaign, likening insurance to a marriage.

“For Those Who Truly Love” shows celebrity couple, Harith Iskander and wife, Jezamine Lim renewing marital vows after four years of matrimony. The campaign aimed to represent the company’s commitment in creating awareness on the importance of love and protecting loved ones.

Phil Smith, chief executive officer of Zurich Insurance Malaysia said the campaign is intended at telling a simple “love story” in a light-hearted way.

“Zurich’s new global communication platform, 'For Those Who Truly Love' brings our brand to life and is based on a simple insight that when you truly love something – or someone – you want to protect it in the best possible way. Instead of focusing on prices and products, it appeals to the emotions,” said Smith.

The campaign runs globally and was first launched in September 2013 in Switzerland, Germany, the UK and North America and will roll out in Malaysia on 1 September 2014 through television, print, billboard and digital advertising.

“This campaign serves to create an emotional link between Zurich and the community around us, creating a tangible, live presence of our brand that upholds what we stand for. Through these mediums, we want to convey the message that insurance is for all and that everybody needs protection,” said Christine Cheu, chief marketing officer of Zurich Insurance Malaysia.

Cheu added that apart from the creative aspects of the campaign, Zurich will be executing a series of activities in support of the campaign, such as having local celebrities such as Faiq Shazwan, Harith Iskander, Gan Mei Yan and Diana Danielle run social media contests. Nationwide roadshows will also run for three months from September to December 2014 at 50 locations nationwide.