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Swiss Life - Purpose Campaign

Swiss Life

What does self-determination mean to you?

Swiss Life - Purpose Campaign

Swiss Life

What does self-determination mean to you?

Who am I and if so, how many? Or simply which self-determination type best applies to me? For Swiss Life, self-determination means helping people to lead a self-determined life - and advising them individually and entirely according to their personal needs.

For this purpose, JEFF developed a broad online campaign with emotional imagery and video sequences with ten different motifs to clarify the term “self-determination” individually.

Together with the start-up Joixes, founded by ETH graduates, we created the centrepiece of the digital image campaign, the "Self-Determination Type Test". Individual taste says a lot about a person's behaviour. The test shows the diversity of self-determination and directly addresses the very individual understanding.

With 13 short questions, the user clicks safely through various image worlds and thus determines which of the four self-determination types best suits him or her.

With 13 short questions, the user clicks safely through various image worlds and thus determines which of the four self-determination types best suits him or her.

The campaign increased Overall Purpose Perception by 3% (association of the term "self-determination" with Swiss Life).

With interactive story formats, the self-determination test has attracted attention via social media.

The campaign increased Overall Purpose Perception by 3% (association of the term "self-determination" with Swiss Life).

With interactive story formats, the self-determination test has attracted attention via social media.

“I have never been afraid. I'm more the type who thinks: every crisis has an opportunity.”

Thileeban Thanapalan

To sharpen the concept of self-determination, real people were portrayed in short videos, each representing a self-determination type and additionally emotionalising with their personal stories as testimonials for the campaign.

Within the focus segments (25-49 year olds), we were even able to increase Purpose Perception by 7% with the campaign.

To sharpen the concept of self-determination, real people were portrayed in short videos, each representing a self-determination type and additionally emotionalising with their personal stories as testimonials for the campaign.

Within the focus segments (25-49 year olds), we were even able to increase Purpose Perception by 7% with the campaign.

Mobile-Landscape-Browsing-Syndrom (MLBS):

Looking at a website on your mobile device in landscape mode, even though the vertical option would be much more convenient and most websites are optimized for it.