Observed Signal · Oct 2, 2026 · Campaign Launch · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Positive
Wirz launches CSS autumn campaign with 'Du-Wir' approach
Swiss health insurer CSS has launched its autumn campaign for the annual switching season, developed by Zurich agency Wirz together with media agencies Webrepublic and E-Dialog. The campaign targets 25- to 50-year-olds and runs across Out of Home, Digital Out of Home, Connected TV, audio, and social media. The creative concept uses a dialogic 'Du-Wir' (You-We) tone to address the target group's life situations and link them to CSS benefits, termed an 'Unlock-Mechanismus'. The campaign aims to strengthen CSS's market leadership in basic insurance, moving beyond pure price communication. It includes dynamic display ads, search engine advertising, and a premium calculator. The campaign is orchestrated along a journey framework using first-party data and contextual targeting. The budget and duration were not disclosed. Key credits include CSS marketing leads Marcel Engelberger and Sebastian Schönbächler, with agency teams from Wirz, Webrepublic, and E-Dialog.
A standard marketing campaign launch for a Swiss health insurer, relevant to AdTech only as an example of integrated media buying and creative execution, but not industry-shifting.
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Key Takeaways & Evidence Grounding
- CSS launches an autumn campaign developed by agency Wirz with Webrepublic and E-Dialog.
- The campaign targets 25- to 50-year-olds and runs across OOH, DOOH, CTV, audio, and social media.
- The creative concept uses a 'Du-Wir' communication style to link customer situations with CSS benefits.
- The campaign includes dynamic display ads, search engine advertising, and a premium calculator.
- The campaign is orchestrated along a journey framework using first-party data and contextual targeting.
Connected Companies & Entities
2 Entities mapped“Beteiligt sind die Mediaagenturen Webrepublic und E-Dialog....”
“Die Zürcher Agentur hat die Herbstkampagne des Krankenversicherers zusammen mit Webrepublic und E-Dialog entwickelt....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CSS launches prompt‑generated insurance campaign by Digitas/Saatchi
CSS Versicherung has launched a new marketing campaign for its property insurance lines, developed by Digitas and Saatchi & Saatchi Switzerland after winning a pitch at the end of 2025. The campaign, live across numerous digital touchpoints since mid‑April, uses concise headline wordplay (e.g., "Luggage. Loss?", "Water. Damage?") and deliberately avoids visual depictions of damage. Instead, monochrome single‑object imagery was created via prompting (not traditional photography), enabling efficient, scalable production. A Dynamic Creative setup automated format adaptation and delivery; more than 3,800 assets were produced in four languages and deployed across the sales funnel. The campaign covers travel, household, liability and building insurance and is planned to run for the next two years. Lukas Trinkler, Digital Marketing Specialist at CSS, is quoted on the creative approach.
Visavis brand launch features wrapped Zurich tram
Zurich agency PinkSquirrel created an integrated campaign for the brand launch of insurer Visavis. Visavis, which emerged from the transformation of 'Branchen Versicherung', positions itself as a specialist for corporate and personal insurance since 1902 with a focus on UVG and KTG. The campaign includes mailings, print ads and digital measures, and the most visible element is a redesigned tram that will run for several months across the Zurich VBZ network. Creative motifs show various professions (e.g., opticians, notaries, programmers) with the line “Wir versichern, versichern und versichern Sie.” The campaign runs multilingual and targets both B2B and B2C audiences.
Wirz Creates Surreal Campaign for Graubünden Ferien
Graubünden Ferien has launched a new tourism campaign, created with agency Wirz, to position the canton’s mountain villages as places of quiet, nature and deceleration away from large tourist centres. The creative uses deliberately exaggerated, surreal imagery — wrapped church bells, horses in felt slippers, woodpeckers with corks on their beaks — to suggest further 'silencing' through hypothetical measures rather than directly depicting stillness. The campaign began in June and will run across DOOH and online channels, including social media, display, native formats and audio spots. Production credits include DubDub (sound) and media handled by Speed U Up GmbH. The article was published on 2026-06-24.
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