Breaking the Marketing Mold: Maite Mouraille of Zurich International Life On 5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
The only constant in marketing, as in life, is change. The brands that endure are those that dare to evolve, adapting not just to trends but to the deeper shifts in human behavior and societal values. Traditional marketing, while foundational, often speaks to consumers, whereas modern strategies engage with them — creating dialogues, fostering connections, and shaping communities. Clinging to the old ways in a rapidly transforming world risks more than stagnation; it risks irrelevance. True leadership lies in embracing change with courage and clarity, recognizing that innovation is not a departure from the past but a commitment to a more meaningful future.
Traditional marketing methods are no longer sufficient in today’s dynamic and fast-evolving market. To truly engage and captivate audiences, businesses need to think outside the box and adopt innovative and non-traditional marketing strategies. What are these strategies, and how can they transform audience engagement? I had the pleasure of interviewing Maite Mouraille, Head of Marketing & Communications, Middle East at Zurich International Life.
Maïté Mouraille is the Head of Marketing and Communications, Middle East at Zurich International Life, where she drives strategic marketing initiatives, corporate communications, business growth and brand positioning efforts across the region. In her role, she ensures that Zurich’s global objectives are effectively adapted to the unique dynamics of the Middle Eastern market, contributing to lead generation and business growth.
Before joining Zurich in 2017, Maïté was the Head of Creation and Content at GENERALI Insurance Group in Paris. She began her career as the Communication Manager in GENERALI’s E-business department, responsible for launching the company’s internet strategy.
Outside of her professional life, Maïté is an avid sports enthusiast with a deep love for literature. She enjoys staying active through daily practices like running, boxing and yoga and has even completed a half marathon. She has also been a Disability Facilities Correspondent, contributing to CSR initiatives to integrate employees with disabilities into the workforce.
Maïté’s expertise in marketing, content creation and innovation, combined with her exceptional leadership skills, have been key in driving her success.
Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?
One of my longest-standing professional beliefs is that great marketing isn’t about selling a product — it’s about telling a story that makes people feel seen, understood, and inspired.
My journey began in communication agencies, where I discovered the magic of connecting with audiences through words and visuals. In 2007, I joined Generali Insurance Group in Paris as a Communications & Marketing Manager, diving deeper into the corporate world while honing my ability to craft narratives that resonate.
From the start, I realized that every market has its own pulse — a rhythm of emotions, needs, and aspirations. My passion lies in tuning into that rhythm and transforming it into campaigns that don’t just inform but inspire. I believe emotional connection and narrative are key to creating an impact.
If I had to sum it up, I’d say, ‘Marketing is my canvas, and storytelling is the one brush I use to paint ideas that spark emotions and drive growth’. It’s this approach that has fuelled my career, allowing me to build connections, drive business impact, and remain endlessly curious about what motivates people.
What has been the biggest shift in the marketing industry, and can you give us an example of how it impacted you?
The biggest shift I’ve witnessed in marketing is the movement from traditional transactional approaches to something far more powerful — emotionally-driven storytelling. Brands have evolved from pushing out sales messages to creating content that resonates with people on a much deeper level.
At Zurich, this shift was especially evident in our campaigns. Instead of just selling a product, we began focusing on why it matters to the customer. A campaign like our ‘Blue Sofa Initiative’ is a perfect example. It’s not about selling insurance — it’s about understanding people’s aspirations and fears and weaving a narrative that speaks directly to their emotional needs.
This new marketing era has reshaped the way my team and I approach every campaign. We’ve learned to listen — not just to what the audience says, but to what they feel and need. It’s about building relationships, not transactions.
It’s what marketing is all about today — building community and relationships that translate into brand loyalty that makes a brand truly unforgettable.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
Emotional connection is a key component for brands that want to be disruptive and create real relationships with consumers in a space that keeps getting more crowded. In today’s saturated market, brands no longer have the luxury of simply being visible — they need to be unforgettable. Traditional marketing, which once relied on one-way communication, has been replaced by an ecosystem of interactive, emotional engagement. Social media has completely altered the landscape, leading to a more aware and proactive customer base, and personalized experiences are now the standard rather than an exception. In this landscape, emotional connection is the secret weapon for brands looking to build real, lasting relationships with consumers
In this new marketing world, businesses must adapt or risk becoming background noise. The question isn’t whether you can keep up — it’s whether you can lead the conversation.
I’ve learned that the more we understand our customers’ behaviors and preferences, the better we can create content that speaks to them on a deeply personal level. By leveraging tools like AI, data analytics, and content marketing, we can craft campaigns that don’t just deliver a message — they spark an emotional response that drives brand loyalty. It’s no longer enough to just broadcast a message and hope it lands. Consumers are smarter, more aware, and they expect experiences that are as unique as they are. Personalization is no longer a ‘nice-to-have’; it’s the baseline expectation.
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
At Zurich Middle East, we took a bold step to break away from traditional marketing by launching Z One in 2018, an innovative customer community and listening tool that truly redefined what true customer centricity meant for me. Z One wasn’t just another marketing initiative; it was a game-changer. We created a dynamic online community of over 500 engaged members who provided us with invaluable insights into their needs, behaviours, lifestyle choices, and which regions to target. This real-time feedback allowed us to anticipate trends, identify target regions, and refine our approach with unprecedented precision.
What made Z One stand out was its ability to open a direct line of communication with our customers — no barriers, no filters. It became a powerful channel for unfiltered, honest conversations where customers felt heard, valued, and empowered. Since then, we have worked with different market research companies and focused on customer-led, insights-driven propositions that drive our products and services. This has enabled us to offer tailored solutions and by listening and responding in real-time, we didn’t just improve customer satisfaction; we built a community.
And in a world where loyalty is earned, not demanded, Z One was our way of showing customers that they are at the heart of everything we do.
What specific results did you see after implementing this change?
Following the launch of our Education Savings Plan (ESP), we were able to address a significant gap in the market. The gap was — the need for a special savings plan designed to help parents fund their children’s higher education, while also providing financial protection against unforeseen events such as death or disability. This was possible because of our investment into deep market research, which helped us identify this need, and we saw an opportunity to make a meaningful impact.
To prompt that first step toward investing in their children’s futures through a conversation with a Zurich financial advisor, we built a heartfelt social campaign entitled “Once Upon a Future,” based on how ESP could change the fates of familiar fairy-tale characters and emphasised on the need for education and future planning. The results were beyond promising. Not only did Zurich experience a surge in brand awareness, but the campaign generated strong engagement and a high volume of sales inquiries. As a result, ESP continues to see a high volume of sales inquiries and policies issued, giving parents peace of mind and ensuring their children can seize every opportunity life offers.
In a world where meaningful connections drive loyalty, ESP proved that emotional storytelling combined with practical financial solutions can create a powerful impact.
How do you ensure that these new marketing strategies resonate with your target audience?
To ensure our marketing strategies resonate with our audience, we first focus on the human element — we listen. In the case of our Blue Sofa campaign, we were able to generate over 2.5 million video views and 1 million interactions, which in turn boosted our brand’s visibility and community presence by 29%. These extraordinary results weren’t by accident; they were a direct result of our deep understanding of what our audience truly cares about.
But it’s not just about the numbers — it’s about building trust. We understand that trust is the cornerstone of any successful relationship. To build that trust, we actively listen to our customers, engage with them across multiple touchpoints, and communicate our values transparently. Whether it’s through surveys, social media, or direct conversations at events, we make it clear that we care deeply about their needs and aspirations.
The Blue Sofa campaign is a prime example of how we bring this philosophy to life. During the campaign’s heartfelt journey across the UAE, we asked two powerful questions: “What are your dreams for yourself and your loved ones?” These simple yet profound questions sparked real conversations and encouraged individuals to take actionable steps toward their futures.
What made this campaign especially impactful was its authenticity. By leading with empathy and focusing on what truly matters to our audience, we didn’t just promote a product — we started a movement. Our audience felt heard and valued, which led to increased trust, engagement, and, ultimately, brand loyalty.
In today’s competitive landscape, caring about our customers — and proving it through consistent, transparent actions — is what sets us apart from the competition. When we make their concerns our own, we foster relationships that go beyond transactions.
Can you share an example of something you tried that didn’t deliver expected results or ended up ended up becoming a financial burden, and what you learned from that experience?
In 2021, we launched two fully digital solutions based on feedback from our Z One community. While the products were well-intentioned, we quickly realized that the lack of human interaction was a significant pain point for our clients. This led us to revisit the drawing board, analyze customer feedback, and make adjustments. We reintroduced the option for a callback, which significantly improved customer satisfaction and conversions.
This experience reinforced the importance of agility and flexibility. It taught us to listen more closely to our customers and to stay open to making changes when things don’t go as planned. It’s a reminder that in marketing, as in life, the ability to adapt is key to success. We emphasize the need for an entrepreneurial approach across our teams, which has allowed us to create a culture of experimentation and learning.
Great. Now, let’s dive into the heart of our interview. Could you list “5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before”?
- Experiential Marketing: Create unforgettable, immersive experiences that build emotional bonds. Our Blue Sofa campaign turned a simple interaction into an ongoing conversation. By connecting with customers on a human level, we sparked organic sharing and generated over 2.5 million video views and 1 million interactions. This was more than a campaign — it was an experience people could connect with and share.
- Artificial Intelligence: AI has gone from being a complementary technology tool to a critical pillar of hyper-personalised customer journeys. It is being used to process vast amounts of data to reveal complex patterns that enable brands to predict customer requirements and develop tailored solutions. AI-driven insights have helped us identify specific customer needs and preferences, creating tailored solutions that resonated deeply. We can now predict what customers want before they even ask, delivering a personalized experience that feels one step ahead. This is the future of marketing — predictive, tailored, and powerful. Brands can also develop AR apps or experiences that help customers see what products or services would look like in their environments. This provides an interactive method of engaging and informing consumers.
- Collaborating with startups: Established companies should look to partner with innovative startups that are pushing the boundaries of technological advancements and foster an entrepreneurial mindset. By partnering with cutting-edge tech startups, we gain access to fresh ideas and creative solutions that challenge the status quo. Such partnerships pave the way for generating out-of-the-box ideas and help serve the customer better with more relevant solutions. These collaborations have fueled campaigns that resonate with younger, tech-savvy audiences who value authenticity and forward-thinking solutions. Startups bring the agility and risk-taking mindset that established brands need to stay relevant. I firmly believe that such collaborations position us to thrive in the future as we cultivate a culture of innovation that resonates with our audience and keeps us ahead of the competition.
- Podcasts/Webinars Storytelling Style: Start a podcast series or interactive webinars to discuss topics relevant to your industry. Think of it as a conversation that positions you as an expert in your field. There have been instances where brands have launched their podcast series, which has sparked in-depth discussions on financial planning and risk management, attracting a highly engaged audience of professionals and consumers alike. Webinars take this a step further, turning content into live engagement that fosters real-time interaction and community building.
- Social Impact Marketing: Align your brand with the social causes the audience cares about and engage them through donations tied to purchases and volunteer opportunities to raise awareness about issues affecting society. Another emerging trend is employee influencers. Showing the human side of your company and demonstrating the expertise of your people can be a key differentiator, increasing sales and building trust. Social responsibility isn’t just about giving back — it’s also about creating deeper, lasting connections with your audience.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
Some common challenges organisations face when moving away from traditional marketing strategies are resistance to change, a skills gap in digital marketing, and the complexity of integrating new tools with legacy systems. These hurdles can feel daunting, but they’re not insurmountable.
To overcome these barriers, companies must invest in upskilling their teams through training and workshops and start with small-scale pilot programs. These pilots allow for feedback-driven improvements, minimize risks, and demonstrate success. Digital transformation begins with mindset transformation, and empowering teams with the right tools and confidence ensures smoother transitions.
Equally crucial is staying connected to evolving customer needs. Customers expect personalization and genuine engagement, which requires listening through surveys, focus groups, and real-time feedback. Investing in analytics tools to uncover actionable insights enables brands to stay agile and customer-centric. Listen to your customers — they hold the roadmap to your success. By fostering a culture of experimentation and learning, companies can adapt quickly, build trust, and create marketing strategies that resonate in today’s dynamic digital landscape.
How do you measure the success and ROI of these new marketing strategies?
Using a multi-dimensional approach, we measure performance and engagement at each stage of the customer journey and make sure we:
- Inspire Awareness: At the top of the funnel, the key performance indicator (KPI) we track is brand favourability, measured by metrics such as reach and ad recall.
- Stimulate Consideration: What matters here is the intent of your audience to consider purchasing your brand. The tools we use for this are Global Business Services Global Brand Survey (GBS) scores and Relational Net Promotor Scores (RNPS).
- Drive Purchases: As we move down the funnel, we measure performance based on direct business impact i.e., sales revenue, Business Owner’s Policy (BOP) profitability, by measuring metrics like micro conversions that drive purchase.
- Build Advocacy: Word of mouth marketing feeds directly back to the top-of-mind awareness, and the KPIs we care about when it comes to customer loyalty are customer lifetime value (LTV) and BOP, measured by metrics like repeat purchases and brand reviews.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
In my personal opinion, the future of marketing will be defined by a seamless blend of cutting-edge technology, hyper-personalization, and a shift toward purpose-driven engagement.
Over the next five to ten years, marketing will evolve thanks to technological advancements, consumer behaviour trends, and the growing significance of sustainable and ethical business practices. For instance, in Europe, AI is now being regulated more closely following the introduction of the European Union’s recent AI Act. Marketers will use AI and big data to discover new insights about customer behaviour, leading to impactful campaigns.
However, as AI starts handling more routine tasks than ever, human interaction will become crucial for creating trust and tailored experiences. Brands will also focus more on sustainability and ethical practices. Ultimately, success will hinge on the ability to adapt to ever-evolving trends while staying true to what matters most to their customers.
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
The only constant in marketing, as in life, is change. The brands that endure are those that dare to evolve, adapting not just to trends but to the deeper shifts in human behavior and societal values. Traditional marketing, while foundational, often speaks to consumers, whereas modern strategies engage with them — creating dialogues, fostering connections, and shaping communities. Clinging to the old ways in a rapidly transforming world risks more than stagnation; it risks irrelevance. True leadership lies in embracing change with courage and clarity, recognizing that innovation is not a departure from the past but a commitment to a more meaningful future.
At the heart of this transformation is the team you build. An empowered, creative, and inspired workforce is the driving force behind innovation. When leaders invest in fostering a culture of experimentation and trust, they unlock their people’s potential to shape strategies that resonate deeply with modern audiences. More than just employees, such teams become champions of your vision, pushing boundaries and elevating your brand. By embracing the shift from tradition to innovation, leaders set the stage not just for success but for enduring impact in an ever-changing world.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
In 2025, we will evolve our Blue Sofa campaign and expand this true brand experience in the GCC to create an impactful dialogue with our audience in these communities who crave authenticity. This evolution will transform the campaign into more than just a brand experience — it will become a platform for genuine dialogue and shared aspirations. By engaging directly with individuals and families, we aim to inspire them to envision brighter futures and take proactive steps toward achieving their financial goals.
Through all our campaigns, we reiterate our commitment to empowering our audiences to take control of their financial futures. Recognizing the unique financial challenges faced by communities in the Middle East, we are committed to offering localized insights, tailored solutions, and culturally resonant initiatives that address their specific needs. By combining innovation with empathy, we aim to cement our role as a trusted partner in their journey toward financial security and success.
How can our readers follow your work and learn more about your approaches to modern marketing?
You can follow me LinkedIn, or Zurich Middle East on LinkedIn on to stay up to date with our latest marketing campaigns.
Or visit our website https://www.zurich.ae/
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein is a seasoned entrepreneur with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.
Breaking the Marketing Mold: Maite Mouraille of Zurich International Life On 5 Innovative & Non… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.