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

About us

The Baloise Group is more than just a traditional insurance company. The changing security, safety and service needs of society in the digital age lie at the heart of its business activities. The 7,900 or so employees of Baloise therefore focus on the wishes of their customers. The best possible customer service, combined with innovative products and services, makes Baloise the first choice for people who want to feel ‘simply safe’. Located at the heart of Europe, with its head office in Basel, the Baloise Group is a provider of prevention, pension, assistance and insurance solutions. Its core markets are Switzerland, Germany, Belgium and Luxembourg. In Switzerland, the Group also operates as a specialised financial services provider, offering a combination of insurance and banking services. The Group offers innovative pension products to retail customers throughout Europe from its competence centre in Luxembourg. Bâloise Holding Ltd shares are listed in the main segment of the SIX Swiss Exchange.

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