Prima Assicurazioni, the car insurance provider, has launched a new multi-channel advertising campaign in Italy. The “Tu, Prima” campaign (meaning “You, First”) was developed with creative agency TBWA\Italia. It highlights the central role customers play in Prima’s values, with a tongue in cheek performance from American actor Partick Dempsey.
In the various versions of the ad, Dempsey starts talking about Prima’s insurance products, only to be interrupted by the real stars of the show: Prima’s customers. Hence the tagline of the campaign: “For Prima, you really do come first. Even before Patrick.”
Despite only entering the insurance market less than 10 years ago, Prima is now an international name, with over three million customers across Italy, Spain and the UK. The insurance company has used technology and data to create a smooth insurance experience, tailored to customers’ needs. This experience retains a distinctly human touch, thanks to Prima’s focus on excellent service.
“Thanks to the support of technology and our agents, Prima is in constant contact with our customers,” explains George Ottathycal, Prima’s CEO. “We collect their feedback and listen to their needs, so we can offer products and services increasingly tailored to their requirements.
“We do this because we believe in the key role played by people, both our employees and those who choose us as their insurance company. With this campaign, Prima aims to present its philosophy, always geared to restoring value to customers, without ever going back on our word. You really do come first for Prima.”
The campaign was created with the help of the award-winning advertising agency, TBWA\Italia. “We’ve worked closely with Prima on everything, from the strategic to the creative and communication plans,” says Fabrizia Marchi, the agency’s CEO. “The end result highlights the unique value of an increasingly strong brand, able to tune into customers’ needs and provide them with simple, innovative, supportive solutions.
“This clear, direct message is communicated through a proprietary creative platform. It shows courage to use a brand ambassador in a distinctly disruptive fashion, going as far as obscuring Patrick Dempsey to get our idea across. We deliberately chose a famous face familiar to the markets that are important for Prima, linked to the world of motors for personal and professional reasons, and with the perfect mix of charm and self-mockery to play this innovative role.”
Also working on the project for TBWA were Alessandro Monti (copywriter), Yara Saad (art director), Davide Zanfabro (intern art director), Frank Guarini and Vittoria Apicella (creative directors), Mirco Pagano (CCO) and Cristina Mazzocca (executive producer and talent manager).