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.

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.