The UNIQA Group is launching a new campaign that emphasises its transformation from a traditional insurance company into an integrated 24/7 service provider. In the center ofthe multi-channel communication campaign is “Baby Max”, as lead character. He is a self-assured symbol of an ubiquitous, multifaceted change and a very critical voice of the challenges of our time. .With his thoughts and ideas, Max wants to encourage those around him to seize opportunities arising from the change and actively tackle problems in order to have a long-term plan for a safer, better and longer life.
Vienna, 19 October 2017 – In addressing the topic of change, UNIQA takes a look at its own transformation – from a traditional provider of insurance products into a service provider with everyday relevance – in its new campaign and shows how a modern insurance companyis relevant to achieving personal goals for the future. At the same time, it addresses the problems and opportunities brought by change and how people can take advantage of this change to develop a plan for a safer and healthier future – for themselves and for their loved ones.
Protagonist Max as a real-time driver of innovation
At the heart of the campaign is Baby Max. He is the symbol and the voice of people’s needs and expresses situations of our time. Thus, he connects a generation of demanding modern customers with a modern insurance company. Max is the voice of expectations. He is also a critical spirit of the modern times. Despite or perhaps because of the feeling of uncertainty that a change brings, Max expresses thoughts and ideas that trigger others’ reactions: to think, plan and look ahead.
“With Max, the lead character of our campaign, we are directly exchanging ideas with people and establishing a new channel to our customers. In dialogue with them, we can grow and continuously improve our services and products. We need to understand people’s expectations and meet them in their needs environment with the right solutions. We have set ourselves the challenging task of enabling our customers to live safer, better and longer lives,” says Gabriela Rusu, Head of Group Marketing and Communication, defining the objective of the new campaign. The campaign will create a permanent feedback loop between UNIQA and its customers, making it a real-time driver of innovation.
Birth of the new UNIQA communication channel on 18 October 2017
Alive and kicking – and above all armed with a sharp and critical mind – Max is already expressing thoughts and ideas about private healthcare just moments after his birth. He questions decisions, directs his demands at parents, doctors and calls for new ways of thinking and solutions – precisely because he wants to lead a long, safe and healthy life. “To address this whole topic full of conflicting priorities, we use a simple dynamic that everyone can instantly relate to – the relationship between parents and their children. Only we turn this relationship upside down: Max the Baby takes on the role of a grown-up, looking after his parents as if they were the children. We can use this to tell any product story in an engaging and humorous way, with the entertaining twist that Baby Max can express and demand for things from those around him and from UNIQA, and for this reason alone it doesn’t come across as banal or sound like a sermon or a sales pitch,” emphasises Paul Holcmann, Creative Managing Director at Springer & Jacoby.
The new UNIQA Group campaign will be launched in Austria on 18 October 2017 and will include TV and print adverts and social media activities, with a separate Facebook channel for Max. The campaign will be implemented internationally in the UNIQA CEE countries.
Springer & Jacoby
Springer & Jacoby Austria was founded 15 years ago from Ralf Kober (CEO) and Paul Holcmann (CCO). The agency is settled in the 5th district of Vienna in the Schönbrunner Strasse 31. A team of experienced advertisers and young creatives develop marketing strategies and 360° concepts with focus on classic advertising for national and international companies.
UNIQA
The UNIQA Group is one of the leading insurance groups in its core markets of Austria and Central and Eastern Europe (CEE). Around 20,000 employees and exclusive sales partners serve over 9.6 million customers in 18 countries. UNIQA is the second-largest insurance group in Austria with a market share of more than 21 per cent. UNIQA operates in 15 markets in the CEE growth region: Albania, Bosnia and Herzegovina, Bulgaria, Croatia, the Czech Republic, Hungary, Kosovo, Macedonia, Montenegro, Poland, Romania, Russia, Serbia, Slovakia and Ukraine. The UNIQA Group also includes insurance companies in Switzerland and Liechtenstein.