Zurich is an insurance company commercializing individual and business insurance policies. The commercial network of insurance companies is usually highly motivated economically. In the insurance market, Zurich is perceived as a cold and barely accessible brand.In 2007, Zurich decided to exploit the communication opportunities behind its Golf Tournament Sponsorship also keeping in mind its commercial network.

Therefore we launched an incentive campaign in order to create a bond beyond what’s commercial between Zurich and the agents. To reach the goal we used emotional content featuring an unusual communication considering the conservativeness of the sector.

We invented the first "In-the-office golf tournament” and created:• Welcome Pack: with a presentation brochure and various elements “to experience” a golf game. Mini-golf brochure; glasses to see yourself in the “green”; championship mask; field guide and training guide.• Microsite: To promote participation and follow-up on the tournament’s status, we created a microsite in the intranet with the tournament rules, information on the awards and downloads.

• Follow-up E-mails: contained a video related to golf, the product itself and the ranking of the participants.

• Only a month after launching the incentive plan, insurance policies sales rose by 8%.• Due to the fact it was the first time a non-conventional campaign was released in media channels, there was mass media impact at the offices in Zurich.• The employees made very positive comments on the campaign in the Zurich intranet during the first 30 days.