Observed Signal · Aug 6, 2026 · Marketing Campaign · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
Smile insurer targets older audience with new influencer campaign
Swiss online insurer Smile is shifting its marketing focus to an older audience while retaining younger customers. The company has added comedy couple Loredana and Kilian Bamert (known as “Saturday & Sunday”) and Basel content creator/moderator Pasquale Stramandino to its roster of advertising faces, while longtime partners Zeki and Naomi Lareine have departed. The summer-to-autumn campaign runs from 10 August to the end of October with TV spots across public and private broadcasters (SRF, RTS, 3+, RTL, Pro7, Sat.1, TF1), complemented by out-of-home posters (10–23 August), megaposters through 6 September, and digital activity including Instagram. Smile continues to sponsor the Smile Swiss Influence Award and its Newcomer Award, which gives emerging creators a role in national TV campaigns.
National brand marketing campaign changes influencer roster and media mix (TV, OOH, digital), relevant for creator marketing and media planners but limited broader AdTech impact.
Track Smile Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Smile added the comedy pair Loredana and Kilian Bamert (Saturday & Sunday) and Pasquale Stramandino as new advertising faces.
- Longtime partners Zeki and Naomi Lareine have left Smile's influencer roster.
- The campaign runs from 10 August to end of October with TV spots on SRF, RTS, 3+, RTL, Pro7, Sat.1 and TF1.
- Out-of-home posters run 10–23 August, and Smile will display megaposters for four weeks until 6 September; digital activity includes Instagram.
- Luca Michas is CMO of Smile and is quoted describing the shift to a more adult audience; Smile says it positions itself as Switzerland's largest online insurer.
Connected Companies & Entities
7 Entities mapped“Konkret wird die neue Ausrichtung mit der Sommer- und Herbstkampagne umgesetzt: Ab sofort gehören das Comedy-Paar Loredana und Kilian Bamert...”
“Die neue Kampagne läuft ab dem 10. August bis Ende Oktober als TV-Spots auf öffentlichen und privaten Sendern in der Schweiz, darunter SRF, ...”
“Die neue Kampagne läuft ab dem 10. August bis Ende Oktober als TV-Spots auf öffentlichen und privaten Sendern in der Schweiz, darunter SRF, ...”
“Die neue Kampagne läuft ab dem 10. August bis Ende Oktober als TV-Spots auf öffentlichen und privaten Sendern in der Schweiz, darunter SRF, ...”
“Die neue Kampagne läuft ab dem 10. August bis Ende Oktober als TV-Spots auf öffentlichen und privaten Sendern in der Schweiz, darunter SRF, ...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Viral 'Sales Guy' Becomes Smile Insurance Ad Figure
Swiss insurer Smile Versicherung updated its current campaign to include a face that recently went viral on social media: the so-called 'Sales Guy' from Bahnhofstrasse. The insurer's campaign, which uses influencers and poster creatives, incorporated new motifs referencing a clip from the SRF programme 'Donat auf Achse' that was shared by moderator Donat Hofer on Instagram. The interviewed finance expert's styled appearance and Swiss-German mixed with English made the clip widely discussed online and also attracted hostile reactions. The article was published on 2026-08-11.
SBB Targets Older Travellers with Nationwide Campaign
Swiss Federal Railways (SBB) has launched a nationwide advertising campaign focused on people aged 60 and over. Developed together with the agency Leo (Zürich/Lausanne), the campaign centers on staying mobile and connected with family and friends, and features two TV spots plus placements in digital out-of-home, online and print. The campaign has been running since 22 June 2026. Leo — formed from Publicis Zürich and Publicis Lausanne in April and part of Publicis Groupe — handled creative work. Matthias Bütler, member of SBB’s executive board and interim head of Market Passenger Transport, said the campaign aims to make older people choose public transport as their primary travel mode. Production credits include director Gonzaga Manso, Shining Film AG, DubDub and Prodigious.
KPT expands campaign with travel-themed ad spots
Swiss health insurer KPT has extended its humorous ad campaign, developed with Uster-based agency Family, to include new motifs set abroad (an Asian street food market and a long-haul airplane). The campaign, running since the end of June, is airing across TV, Connected TV, online video, display, native, social media and on OOH/DOOH formats. It promotes two supplemental hospital insurances (half‑private and private) and the basic digital insurance model KPTwin.smart. Family handles strategy, creative and media via its in‑house media unit FaMe; additional creative, film and photo production partners are credited. From autumn the campaign will integrate KPTwin.smart and further alternative models with short‑form content for the new scenes.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.