CSS Ticino Contest — Advertising, Marketing & Strategy
A contest as a lead generation tool, not a visibility play.
- Client
- CSS Assicurazione
- Sector
- Healthcare · Insurance
- Market
- CH Ticino
- Year
- 2025
- Services
- Advertising, Marketing & StrategyContent ProductionBrand Design & Corporate Identity
- Website
- css.ch
CSS is among the top Swiss insurers: 1.7 million clients, 3,000 employees, 100 agencies. In Ticino they wanted to run social campaigns not for visibility, but to collect qualified leads to re-engage with personalised insurance proposals. We built the contest identity, switched on the channels and orchestrated the campaigns.
A big player with a surgical objective.
CSS did not need awareness: with 1.7 million clients in Switzerland, what Ticino needed was a repeatable mechanism to collect qualified contacts via Meta, emails and phone numbers from potential customers interested in a personalised insurance consultation. The task was to give the contest an identity, build social channels from scratch, feed them with consistent content and design the lead generation campaigns.
Contest as pretext, consultation as conversion.
Contest visual identity, social channels built from scratch and more than ten creative assets for Facebook and Instagram, from the feed to Stories. Production was set up to quickly test variants of message, format, language and call-to-action, with the Meta lead generation campaigns wired through to CSS advisors.
A contest doesn't have to be memorable. It has to collect useful contacts. Everything else is decoration.
Outsmart Studio · ads approach
A funnel, not a campaign.
The contest stopped being a piece of content and became a repeatable process, ready to be reopened in another canton, with another prize, with the same mechanics.
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Fontechiara
Sam & Partners SA
