iCrossing appointed to run Zurich Connect search and social media project

13/08/09

iCrossing to create search and social strategy for new direct-only, online insurance brand

Digital marketing agency iCrossing has been appointed by Zurich in the UK to undertake a search and social media campaign to target online customers for its new direct insurance brand Zurich Connect.

The initial phase of the campaign will be a research analysis of Zurich’s online brand. iCrossing’s proprietary social media measurement tools will analyze the behaviour and language customers use when searching for insurance and related products throughout the purchase cycle. 

In addition, the networks of people and content where insurance-related products are discussed online will be further interrogated through a social media audit to produce a clear understanding of where the key online networks for insurance products are and of Zurich’s position within them versus the competition. 

Using the insights from this research iCrossing, which already runs Zurich’s natural search activity, will build and activate a search and social media framework for Zurich Connect.  This will be optimised for natural search and social engagement by creating content that appeals to customer needs and seasonal topics discovered via the phase one research.

iCrossing will conceive and build content across a number of platforms including onsite editorial, advertorials, widgets and video content to create an online strategy designed to drive awareness of, and engagement with, the Zurich Connect brand.

Each stage of the campaign will be fully measurable using iCrossing’s Brand Monitoring and Engagement Scorecard services.

Julian Ireland, Planning Director, iCrossing says ‘Our existing SEO work for the Zurich brand provides a solid basis for us to generate search profiles and social engagement for the new Zurich Connect brand.  Integrating social media into Zurich Connect’s campaign mix allows us to really drill down into the online behaviour and influences for Zurich’s customers. Becoming part of their world by creating compelling content will ultimately influence their purchases.’

Ben Walton, Head of Digital Development, Zurich Connect says ‘We are increasingly aware that we need to understand how our users navigate and engage with our brands and use our services, as the majority of our business is transacted online. The insight from iCrossing during this social media campaign will take us to the next step, where we can really get to know our customers and engage with them in a more thoughtful way.’

~Ends~

For more information:

Patrick Herridge

Parys Communications

020 8875 7960

pherridgeREMOVE@parysME.com

About iCrossing

iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services - including paid search and natural search marketing, social media, content and media, display advertising, user experience, web development and analytics and insight to create integrated digital marketing programs that engage consumers and drive ROI.

iCrossing clients include world-class brands such as The Coca Cola company, HBOS, Toyota and Virgin. Headquartered in Scottsdale, Arizona, the company has 550 employees in 12 offices in the US and Europe, including 97 employees in the UK.

Find out more at www.icrossing.co.uk or contact us on +44 (0)1273 827 700 or resultsREMOVE@icrossing.coME.uk

About Zurich

Zurich Connect is the European direct insurance brand from Zurich Financial Services. It is currently visible in Austria, Germany, Italy, Spain, Switzerland and the UK and provides home, motor, and in some countries, personal liability insurance direct to consumers via the internet or over the phone.

Zurich Financial Services Group (Zurich) is an insurance-based financial services provider with a global network of subsidiaries and offices in North America and Europe as well as in Asia Pacific, Latin America and other markets. Founded in 1872, the Group is headquartered in Zurich, Switzerland. It employs approximately 60,000 people serving customers in more than 170 countries.

Media Contact – Keith Lewis, Zurich Connect UK Communications Manager, 01489 561 708 / keith.lewisREMOVE@uk.zurichME.com

 

 

Categories: Press Release

request a call