Sanitas Pet Insurance - So close, because they mean everything to you

creative solution

Pets have long been more than just pets. They are companions, confidants and, for many people, an integral part of the family. With its pet insurance for dogs and cats, Sanitas extends its commitment to health to our four-legged family members. For the launch of the new offering, we worked with Sanitas to sharpen its strategic foundation - from the overarching value proposition and positioning of the Smart and Premium insurance options to target audiences and key messages.

This led to the creative concept «Ganz nah» - «So close». Rather than focusing on illness, accidents or treatment costs, the campaign tells the story of the special bond between people and their pets: through touch, looks and small moments of intimacy. An emotional visual language translates this closeness into authentic situations, turning insurance into an expression of responsibility and care: «Because they mean everything to you. Insured with peace of mind.»

From strategic positioning through to creative execution, we developed the campaign as an integrated whole. Together with photographer Per Kasch, we created a new image pool, complemented by moving-image content and a campaign film with voice-over. In this way, pet insurance becomes a natural extension of the existing Sanitas brand world - taking its promise of support into a new territory: the health of the animals closest to us.

impact

Launch of the first pet insurance of a Swiss health insurance company
Pet health as a new Sanitas product world
Pet focus within the familiar Sanitas look & feel
Sanitas promise of support extended to pets
Scalable platform for future communication