UniSalute, the company within the Unipol Group that has been protecting health for over 25 years, providing access to affiliated healthcare facilities for 10 million policyholders through supplementary health insurance coverage, is launching a significant communication campaign starting from May 3, 2023.

The campaign, created by Serviceplan Italy under the direction of CEO and CCO Stefania Siani, with integrated media support from Mediaplus and production support from Make, both entities operating within the House of Communication in Via Solferino, revolves around a question as simple as it is powerful: "COME STAI?"

Because it is the first thing we ask when we meet someone and often the last thing we truly care about.

Yet asking "COME STAI?" in its deepest sense allows us to connect with others, with ourselves, and with what is most precious to us: our health.

Through this campaign, UniSalute gives these words the value they deserve, directly asking its audience "COME STAI?" and illustrating the answers it can provide: fast assistance and innovative solutions, thanks to highly specialized consulting and a sales network consisting of Unipolsai agencies and over 2,600 bank branches, along with an extensive network of affiliated centers throughout the country.

"COME STAI?" is an important message entrusted by the Company and Agency to the talent and empathy of Luisa Ranieri. As the new ambassador of UniSalute, she stars in the film directed by Paolo Genovese, airing for the first time on May 3 at 9:00 PM simultaneously on all major TV channels. In the film, Luisa Ranieri interacts with people in their everyday lives, touching upon the various ways UniSalute can be part of them, truly answering that simple question that unites us all.

According to Luisa Ranieri, "COME STAI?" is a great way to start a campaign because it is the first thing we ask when we meet someone and it shows interest in the health and well-being of the person in front of us. This is precisely the mission of UniSalute: to protect our health and make healthcare accessible. I was particularly intrigued by the fact that a company chose to ask a question rather than make a statement. I liked it immediately."

Stefania Siani, CEO and Chief Creative Officer of Serviceplan Italy, comments: "COME STAI?" To maintain well-being and quality of life, each of us should ask this question and prioritize prevention and health protection. With this integrated communication platform, featuring Luisa Ranieri as the message's ambassador, we intend to focus on the importance of supplementary health insurance as a means of easy, fast, and increasingly advanced access to specialized medical services, thanks to technological innovation. Our concrete tone of voice transparently conveys the offering and emphasizes how supplementary health insurance is an extremely important form of protection to consider for ourselves and our loved ones. It is a matter of pride for us to stand alongside a leading brand like UniSalute, a company within the Unipol Group, in an integrated project that reaches a wide yet diverse audience with a unified message, with the simplest and yet most important question of all: "COME STAI?"

"The launch of the 'COME STAI?' campaign is very important to us," explains Vittorio Verdone, Director of Communication and Media Relations at Unipol Group, "because it is the first time that UniSalute is telling its story to the retail audience through advertising. We are doing this with a significant investment and a multi-channel media approach (TV, radio, digital, billboards, print) to promote the uniqueness of the UniSalute brand and its distinctive elements. The challenge is to strengthen our leadership in the health protection market, thanks also to the strength of our distribution networks, agencies, and banks, to be closer to our customers and offer dedicated solutions within the Welfare Ecosystem, as planned in the Unipol Group's Industrial Plan, Opening New Ways."

The campaign, produced by Make with the support of Neverest and planned by Mediaplus Italia, includes a strong video presence not only on television channels but also on YouTube, Facebook, and Instagram, accompanied by digital video and display deliveries based on audience-based planning.

There is also a news domination activity in major national newspapers and periodicals. Additionally, there will be DOOH (Digital Out-of-Home) advertisements on major billboards in Milan, projections in important squares and buildings in Milan, Rome, and Bologna, as well as a Station Domination at the San Babila metro station in Milan.

The planning, running until the end of June, features a strong TV presence, including on new streaming platforms such as Netflix, and comprehensive radio coverage with traditional and digital planning.

The digital infrastructure will work in synergy with traditional media, continuously fueling the entire funnel, including a massive presence on search engines through an always-on and data-driven approach.

Vittorio Bucci, CEO and Partner of Mediaplus Italy, explains, "Every new project brings great enthusiasm, but working on highly integrated activities within the House of Communication has a special flavor. We are thrilled to have contributed to the birth of a brilliant campaign, where the implemented media strategy aims to capture the attention of all Italians."

CREDITS:

Agency: Serviceplan Italy

Chief Creative Officer: Stefania Siani

Executive Creative Directors: Mary Apone and Marco Turconi

Art Director Supervisor: Arianna Cacciapuoti

Copywriter Supervisor: Alessandra Andrea Tondi

Strategic Planner: Filippo Amedeo Riccardi

New Business Director: Ilaria Mosca

Account Director: Lorenzo Gerli

Account Supervisor: Veronica Formentini

Account Executive: Biagio Carrella

Head of Social: Manolo Trebaiocchi

Social Media Supervisor: Manuela D'Angelo

Social Media Manager: Ingrid Zanninello

Media Agency: Mediaplus Italy

CEO: Vittorio Bucci

Business Director: Lorena Bragotto

Chief Growth Officer: Greta Bottini

Client Lead: Irene Carta

Senior Media Planner: Giuseppe Antonio Doronzo

Senior Digital Planner: Anita Serena Gamba

Junior Digital Planner: Greta Grueli

Production Company: Neverest

Director: Paolo Genovese

Director of Photography: Fabrizio Lucci

Executive Producer: Stefano Costa

Executive Producer: Michela Giordana

Producer: Valentina Mereu, Cecilia Nepi

Production Manager: Marina Bello

Editor: Massimo Magnetti

Color Correction: Luca Parma – Corte 11

Post-Production: Videozone

Original Music by: Fabio Gargiulo

Campaign Photographer/Digital: Oskar Cecere

Digital Campaign Director: Luca Robecchi

Production Coordination: Make