Overcome cultural resistance to private healthcare.
Challenge
UniSalute, a health insurance company leader in the Italian market, with 25 years of experience and 10M customers, addresses the retail public for the first time.
In doing so, UniSalute had to overcome a strong cultural and emotional resistance against private healthcare. In fact Italian National Health Service is ranked among the best in the world. But most recently, the global pandemic placed a very high level of stress on the system and increased the sensitivity of Italians towards their own health. Nonetheless, to date, only 7% of Italians have taken out a private medical insurance.
Transform UniSalute into Italians' top choice for private health.
SOLUTION
The strategy was to leveraging on prevention as the starting point of a new relationship with one’s health and well-being.
The creative concept: focused on a question that all of the large potential audience could relate to on a personal level: “how are you?”
Output: a full integrated campaign was created and executed starring a famous Italian actress as brand ambassador: TVC, OOH, DOOH, print, radio, digital, social media, plus station domination and evening projections on the main cities’ monuments for the launch.
A strong media strategy and planning spread the campaign through different physical and digital touchpoints to reach all of our targets.
In-house production made possible to craft the entire process from start to finish.
Key Facts
„Our goal was to share with as many people as possible a message of closeness, at a time when it's essential to provide supplementary tools to the Public Health Service. We made a significant investment and used a multi-channel media approach to state the uniqueness of the UniSalute brand and its distinctive elements.“
AD Unisalute & Chief Life&Health Officer UnipolSai
Key Takeaways
#1
Health insurance doesn’t equal illness. It means planned well-being.
#2
Different media satisfy different goals synergically ensuring not only an extensive but an effective coverage.
#3
Sometimes the most powerful thing we can communicate is not a statement. It’s a question.
„"How are you?” is a powerful concept as it reminds us of the deeper meaning of taking care of ourselves and the ones we love. A question has the power to engage and that is why we preferred it over an affirmation. Our job was to make a mechanical question regain a new meaning.“
CEO and CCO
Serviceplan Italia
„Campaign was conceived as a launch-event based on the power of the creativity and the recognition of the testimonial. The most suitable media were chosen following a logic of multi-channel presence and maximization of coverage and exposure opportunities. The measurement system put into place showed excellent responsiveness right from the first few weeks.“
CEO
Mediaplus Italia
Awards
NC Digital Awards 2023
1° Place “Digital Integrated Campaign B2C”
Category “Banks and Insurance”
Press, Outdoor & Promotion Key Award 2023
1° Place “Integrated Campaign Category"
