A structured and measurable sponsorship strategy based on brand identity and business objectives
Services
Sponsorship strategy
Strategic support
Activation strategy
Client
Generali
Categories
Sponsorship Strategy
Sponsorship Activation
Challenge
Generally associated with the insurance sector, Generali Switzerland wanted to rethink its sponsorship strategy as a driver of differentiation, awareness, and engagement, while ensuring strong consistency with its brand identity.
The challenge: identify the right expression territories, relevant platforms, and suitable partners (events, organizations, ambassadors), while integrating concrete measurement tools to manage long-term impact.
Strategy
Strategic alignment with brand objectives
The first step involved a deep analysis of Generali’s marketing and institutional goals to define the types of impacts expected from sponsorship. Each ambition was translated into indicators using the 7 pillars of our performance methodology.
Identifying the right expression territories
We supported Generali in defining territories aligned with its DNA and values: inclusion, security, social commitment, and proximity. This selection helped guide the search for platforms on solid foundations, avoiding opportunistic partnerships.
Rigorous platform evaluation
Each potential organization, event, or ambassador was analyzed based on its ability to generate the desired impacts: audience, values, activation formats, engagement potential, etc. This analysis grid helped surface credible, actionable, and distinctive options at a national level.
Building a comprehensive sponsorship strategy
We developed an integrated national strategy blending on-the-ground presence, image partnerships, targeted experiences, and branded content — all supported by a flexible measurement framework designed to enable future adjustments and optimize investments.
Solution
Strategic roadmap and integrated management tool
We delivered to Generali a comprehensive sponsorship strategy backed by a clear and actionable performance logic.
Strategic diagnosis and SMART objectives
Definition of concrete objectives based on Generali’s business needs, structured around the 7 sponsorship measurement pillars and formalized using a SMART approach.
Opportunity mapping and platform scoring
Comparative analysis of platforms and potential partnerships using a multi-criteria scoring system: strategic fit, reach, activation potential, expected impact.
Deployment of a consistent national strategy
Creation of a modular activation plan allowing Generali to roll out its strategy across different regions and themes, while maintaining a strong editorial and relational consistency.
Personalized management dashboard
Delivery of a visual tracking tool to help analyze the impact of implemented actions. This dashboard enables Generali to manage its sponsorship choices, adjust based on real performance, and demonstrate created value.
Results
An aligned, guided, and ready-to-deploy sponsorship strategy
The project enabled Generali Switzerland to lay the foundations of a coherent, measurable, and scalable sponsorship strategy. The brand now has a clear decision-making framework and an operational tool to guide its choices, prioritize investments, and reinforce its national positioning through meaningful partnerships.
7
Impact pillars activated
2
Expression territories
+20
Right holders analyzed
1
Dashboard delivered
