ANCORA PIÙ VICINI (EVEN CLOSER)| 2014
The first advertising campaign of UnipolSai
On 28 January 2014, “Ancora più vicini”, the advertising campaign designed to present UnipolSai Assicurazioni to the general public, was launched. The campaign, arranged with three TV commercials, was scheduled on the main national and satellite TV broadcasters (RAI, Mediaset, Sky, La7, Class and the Discovery channels), extended to newspapers and magazines.
The closeness to the people and the Italian spirit were the guiding principles of the communication strategy concept, with the aim of enhancing the most important asset for the Company: the insurance agency network, a leader in Italy by distribution, ubiquitous presence and concrete responsiveness to the needs of its customers.The agents, the protagonists of the three spots with the song “Stand by me” in the background, stood as witnesses to the sense of belonging to their land and heritage brands.
The communication style, forthright and engaging, enhanced their role, a reassuring presence in every corner of Italy, everywhere close to its customers: from Rottofreno (Piacenza) to Cepagatti (Pescara), from Salve (Lecce) to Giovinazzo (Bari ), through Scanzorosciate (Bergamo), Travagliato (Brescia) and Linguaglossa (Catania), locations that share the originality of the name and the fact of hosting one or more UnipolSai agencies.The campaign was produced by Leo Burnett (creative agency), Filmmaster (Production Company) and Starcom (media center).