It takes two – Baloise strengthens its dual business model with its branding campaign

Basel, July 9, 2019. The soul classic “It takes two” is about how life is better as a pair than alone. The same applies to financial services. You may be able to acquire everything you need from different service providers, but it’s only possible to provide full customer benefits if you can offer insurance and bank services from the same source. As a result, Baloise Insurance Ltd and Baloise Bank SoBa have chosen “It takes two” as their theme song.

“It takes two” by Marvin Gaye and Kim Weston is the song that perfectly highlights Baloise’s unique selling proposition, the combination of insurance and bank. The new TV spot broadcasting on a variety of channels focuses on this message. “I am thrilled about the launch of the new campaign focusing on our dual business model”, says Michael Müller, CEO of Baloise Switzerland. “It helps us gain recognition among non-customers and thus supports our new customer target. The spot also reminds our current customers about the service combination we offer of insurance and bank.”

The end of the spot therefore hits the nail on the head: we’re simply better together.

Long presence throughout the summer

Due to its focus on the brand, the spot is not linked to any particular season, meaning it can still be used in months with comparably cheaper broadcasting times. The spot runs on television throughout almost all of July and August with one small interruption. During this period, it is also continuously run online as well as at open-air cinemas across Switzerland.

Poster campaign as a regional branding measure

The national TV and online campaign is accompanied regionally by a tailored poster campaign. The core of this measure is not the “insurance and bank” business model but rather Baloise’s promise to its corporate clients to provide services in as simple and accessible a manner as possible. Since the posters portray true claims and statements from real customers, they are authentic and display Baloise’s collaborative approach to claims in a genuine manner.


Portrait Roberto Brunazzi

Roberto Brunazzi

Head of Media Relations


+41 58 285 82 14


Die Baloise Group ist mehr als eine traditionelle Versicherung. Im Fokus ihrer Geschäftstätigkeit stehen die sich wandelnden Sicherheits- und Dienstleistungsbedürfnisse der Gesellschaft im digitalen Zeitalter. Die rund 7'300 Baloise Mitarbeitenden fokussieren sich deshalb auf die Wünsche ihrer Kunden. Ein optimaler Kundenservice sowie innovative Produkte und Dienstleistungen machen die Baloise zur ersten Wahl für alle Menschen, die sich einfach sicher fühlen wollen. Im Herzen von Europa mit Sitz in Basel, agiert die Baloise Group als Anbieterin von Präventions-, Vorsorge-, Assistance- und Versicherungslösungen. Ihre Kernmärkte sind die Schweiz, Deutschland, Belgien und Luxemburg. In der Schweiz fungiert sie mit der Baloise Bank SoBa zudem als fokussierte Finanzdienstleisterin, einer Kombination von Versicherung und Bank. Das Geschäft mit innovativen Vorsorgeprodukten für Privatkunden in ganz Europa betreibt die Baloise mit ihrem Kompetenzzentrum von Luxemburg aus. Die Aktie der Bâloise Holding AG ist im Hauptsegment an der SIX Swiss Exchange kotiert.

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