We used the central navigation element of websites; the home button for our communication. This new format guaranteed that our message would be seen in a very relevant context.

Going back home is a special part of our everyday life. And even when surfing the Internet, we do this more often than we are aware of.Home means the same to everyone, but in real life each home is unique. To show this, customised interventions let regular home icons turn into real houses when the user mouses over. We unexpectedly remind him how special home is, and that Zurich is always there to look after it.

Each individually designed house found a home on more than 10 different websites, changing the perception of home buttons. Even special interventions using thematic decorated homes were used during the Christmas season. The home button ads had more than 7.2m impressions. After activation, that gives an impressive CTR of 3.34%.