Sudden and unexpected events at home in the dead of night; snowmobiles out of the blue; and cars that leave you on foot during a race against time… sometimes life feels like a movie! Thankfully, Prima’s car, motorcycle, home and family insurance policies are designed to help you travel safely in the face of unexpected events of all kinds.
This was the theme of the first of three ‘Travel Safely’ TV spots - broadcast from 30 April - which were created for Prima Assicurazioni by the agency TBWA\Italia after winning the tender. The ads borrow from the clichés, framing, characters and colours of cinema to showcase the lives of people covered by each of Prima’s insurance policies.
The campaign was conceived as three movie trailers:
“Mission Rc Auto”: the action movie that showcases how Prima’s car insurance policy allows you to avoid stopping, ever, at the cost of getting onto a towing truck.
“Rc Moto”: the Spaghetti Western that showcases the prompt response of Prima’s customer service and the RC Moto policy.
“Claim Meeting”: the breathtaking thriller, set in an unpredictable home, where the Pronto Intervention of the House Policy luckily dampens the tension.
“We’re excited about the new campaign being on air” says Anna Sanfilippo, Chief Marketing Officer of Prima Assicurazioni. “Prima's story could be a film script in itself - in just a few years we’ve gained the trust of more than 2 million active customers. TBWA\Italia was able to convince and inspire us with this cinematic story”.
“We’re happy and proud to have partnered with such an innovative and disruptive brand” says Fabrizia Marchi, CEO of TBWA\Italia. “Prima Assicurazioni has broken the rules of the game in this market - it fits perfectly with our basic nature, with our DNA. Thanks to a strong idea and an first-class production facility, we’ve created with Prima a distinctive communication project and inspiration within a commodity market, as the insurance market is”.
The campaign airs on TV and online with 30 and 15 second spots. A press campaign inspired by film posters accompanies the ads to present the three insurance policies.
The ad was directed by Samuel&Gunnar, leading directors from Iceland with an international footprint that have been involved in extraordinary productions, for all cinematic effects.
Work on the project for TBWA\Italia was conducted by Claudia Marini (senior copywriter) and Giulia Gerardi (art director) together with Paola Buble and Vittoria Apicella (creative direction). Mirco Pagano was Chief Creative Officer.
Content factory Bolt (TBWA\Italia Group) collaborated with production company Akita and with Icelandic directors Samuel&Gunnar. The film soundtracks were produced by Pitch Hummer Studio in Los Angeles who specialise in trailers, combining them with the original song, Come Prima Più Di Prima, composed by Tony Dallara.
Full creditsAgency: TBWA\Italia
Chief Creative Officer: Mirco Pagano
Creative Director: Vittoria Apicella e Paola Buble
Art Director: Giulia Gerardi
Senior Copywriter: Claudia Marini
Chief Stategy Officer: Michael Arpini
Planning Director: Patrizia Scafoletti
Account Director: Francesca Levi
Account Executive: Caterina Midiri, Chiara De Petris
Press Production Manager: Luca Mestrone
Print Producer: Silvia Congiu
Traffic Coordinator Print and Web Production Control: Paola Gemelli
Print Production: Danila Cericco
Content Factory: Bolt – Gruppo TBWA\Italia
Head of Video and Content Production: Michela Giordana
Producer: Andreea Bafani
Production Studio: Akita Film
Executive Producer: Davide Rizzi
Producer: Sonia Sassella
Photography: Marcello Dapporto
Print Photography: Lorenzo Croce
Costumes: Lucia Gallone
Scenography: Fabrizio Moschini
Production Post: EDI - Effetti Digitali Italiani
Media Centre: Havas Media
On air: from 30 April 2022
Media: TV, press, digital