Milan, April 28th, 2026 – Prima, the insurtech company that revolutionised the Italian insurance market through technology, has launched a new multi-platform advertising campaign, "Tu, Prima" (which translates to “You, First”). The campaign captures Prima’s strength: putting its customers front and centre.

Following the success of previous ads, Prima is evolving its creative concept, with a fun spin on testimonial advertising: even an iconic figure like José Mourinho, the new face of the brand, comes second to Prima customers.

At the heart of the campaign, created by TBWA Italia, is this very paradox: for Prima, customers always come first. Even before "The Special One."

Developed in four stories for TV, radio and online, the ad follows football manager and former player Mourinho. Used to always being number one, he suddenly discovers that every customer comes before him. He experiences a crisis and repeats, like a mantra, "José comes first." But only by becoming a Prima customer does Mourinho find his place in the top spot again.

"The slogan, “You, First”, really sums up our stance,” says Fabia Bernacchi, Chief Communication and Brand Officer of Prima. “It’s a promise of customer centricity and brings Prima closer to people. This campaign marks a further step forward in building the brand. We worked with a unique and charismatic spokesperson on a simple yet powerful idea. It’s a campaign idea that works across all channels, that’s consistent and instantly recognisable across every format."

"My role as a coach has allowed me to always be centre stage,” says Mourinho. “This is precisely why I liked the idea of ​​the campaign: to overturn the rules with wit and humour and put myself on the line. In the end, I accepted the challenge: for Prima, the customer always comes first. It's an idea I found very impactful. And so, yes... José first, but only after becoming a customer!"

The launch of the campaign comes after a year of strong growth for Prima. In 2025, the Group collected over €1.8 billion in premiums, up by 39%. Prima now has over 5 million customers, with a 12% share of the Italian motor market. And it continues to strengthen its international presence, thanks to its entry into the AXA Group.

Prima’s omnichannel strategy – reaching customers online and through its network of over 1,600 agencies and brokers – continues to drive growth, along with a competitive offering and easy customer experience.

"It's fantastic for us to present the new commercial featuring The Special One. It’s a collaboration that perfectly captures our positioning,” says George Ottathycal, CEO of Prima. “We work hard to be a special one in the insurance industry. What makes us special is our ability to combine excellent customer service, both through our network of agents and online, with highly competitive prices. Ten years ago, when we entered the market, few believed it was possible. But today, with over 5 million customers, we have real proof of the value of our offering."

"Tu, Prima" will air from Monday 4th May, using a data-driven approach to maximise reach and performance. The campaign will unfold across a series of interconnected 30-, 15- and 6-second video spots, as well as radio content, social media posts and online materials.

The creative project was developed to adapt to different formats and contexts, while staying consistent and easy to recognise. It combines entertainment and strong brand messaging.