Active Casa&Persona campaign wins Leone d'Oro (Golden Lion) at 2021 Insurance Awards
The Leone d'Oro award for “Best Product Campaign” at the 2021 Insurance Awards held by MF Milano Finanza and Class CNBC goes to Cattolica Assicurazioni's campaign for the Active Casa&Persona product.
The awards ceremony for excellence in the insurance sector took place on 20 January via streaming and direct TV on Class CNBC. The award was accepted by Carlalberto Crippa, Director of Business Development & Marketing at Cattolica Assicurazioni.
In his speech, Mr Crippa explained the origins of the campaign, focusing on the distinctive elements that made it successful. “This campaign touches on the theme of the home, which has become fundamental for us all during the health crisis. The campaign was designed before the health crisis, but was able to capture this element in an innovative way.
The campaign is based on an important innovative concept: that each home is different because it is made by those who live in it. The same applies to the Active Casa&Persona product to which the campaign is dedicated. It provides a 360-degree, flexible and modular solution that can adapt to the customer's specific lifestyle.
The campaign is based on four “model homes” designed as examples of the different lifestyles envisaged by the Active Casa&Persona solution: Digital, Metropolitan, Proactive and Dynamic. There are no people in the campaign, so that viewers can relate to it and imagine themselves in the home that most closely reflects their lifestyle. This has also strengthened the positioning of Cattolica as a Group close to people at all times of their lives.
The decision to add a viral component to the traditional media planning, whereby our Agents actively promote the campaign, is definitely another innovative aspect. Thanks to media communication via WhatsApp and a customer competition, the spread of the campaign was maximised and, at the same time, the link between our agency network and customers was strengthened. There was therefore a strong synergy between above- and below-the-line initiatives”.
The award represents further recognition of the efforts made by the Company on this gradual but steady path of innovation and proximity to customers with a modular and flexible offer.