Zurich Insurance: Sponsorship Activation at the Spengler Cup Davos

World Cup Activation: Zurich Joins the Hockey Frenzy

The Spengler Cup Davos is more than just a prestigious ice hockey tournament – it is a celebration of emotion, tradition and international unity. Zurich Insurance wanted not only to make its brand visible, but also to create deep, emotional bonds within the ice hockey community.

Calling All Playmakers!

Our challenge was to bring the Zurich Insurance brand to life with an on-the-ground activation that creates authentic, lasting connections. Standing ovation impressed Zurich Insurance during the agency pitch with a comprehensive activation strategy, and we joined the team as playmakers.

As experienced live marketing experts, standing ovation designed and customized activations for multiple platforms. The goal? To create engaging, friendly and heartwarming on-site activities that would capture the magic of the World Cup. We wanted to build excitement and create lasting memories surrounding the event.

More Than Just a Logo on the Ice!

How do you connect an insurance company with die-hard hockey fans? By using customer insights to create experiences that stick. For the Spengler Cup, we created a multi-sensory brand experience that aligned Zurich Insurance's values of reliability, accessibility and trust with those of the fans.

The custom-designed Zurich Experience World allowed fans to engage with the brand in unique, interactive ways. From hands-on fan activities and digital challenges to exclusive VIP experiences, every touchpoint with Zurich created meaningful connections. The goal was clear: Zurich Insurance wasn't just a logo on the ice, it became part of the hockey passion. We used innovative technologies – such as tracking tools and dynamic QR codes – to ensure measurable success* and extend the brand's reach.

Visibility and Fun at the Spengler Cup

At the 2019 Spengler Cup in Davos, hockey fans experienced the thrill and excitement of the upcoming Ice Hockey World Championship up close. Our container setup with the Goalie Game and the XL Puck was a key element of the activation. As a cross-campaign visual centerpiece, the puck stole the show – it made a bold statement at every activation point and became a popular selfie spot.

Goalie Game at Zurich Airport

In the container game, visitors could test their skills by trying to score against Swiss national goalkeeper Leonardo Genoni. The eye-catching puck visual was also prominently displayed on the shuttle buses, reinforcing the brand's presence. Beyond the event, we created digital touchpoints, including activation zones at Zurich Airport. Social media integration, real-time updates and competitions ensured maximum reach* and digital engagement, extending the experience far beyond Davos.

Pure Emotion and Boosted Brand Awareness

The results were clear: Zurich Insurance saw a significant increase in brand awareness and measurable success*. By creating an emotional connection with fans, the brand didn't just increase its visibility – it became an integral part of the hockey culture.

The numbers spoke for themselves: increased social media engagement, high contest participation, and positive feedback from VIP guests and fans alike. Despite the cancellation of the World Championship, we executed on-site activations at the Spengler Cup in Davos. Each touchpoint not only extended the brand's reach, but also turned fans into loyal brand advocates in a sustainable and measurable way.

*Agency note: Zurich Insurance does not disclose performance data.