The Tree is a new commercial film that is being screened from 1 June as part of an advertising campaign by the Commercial Union Poland financial and insurance group.
The Tree is a new commercial film that is being screened from 1 June as part of an advertising campaign by the Commercial Union Poland financial and insurance group.
The chief aim of this advertising campaign is to consolidate the CU Poland group image. The basic broadcast has been created by using a tree motif, which is a symbol of durability, reliability and growth. "These are just the kind of qualities clients expect form CU," said Grazyna Goslings, corporate communications director of the CU Poland group.
The film talks about the passing of time, about changes and opportunities and how something material can change into a value. The tree's history and the changes it undergoes refer to the concept of money – the fact that its real value is not represented by the numerals which express it, but rather the opportunities it brings with it.
The slogan 'Confidence binds' expresses Commercial Union's attitude to its clients and its sense of responsibility for their financial future. "CU's basic values consist of respect for our clients and the money they entrust to us," said Grazyna.
The Commercial Union Poland multimedia image campaign started on 1 June and will last until the beginning of July. It is broadcast on television (30-, 40- and 60-second spots), and whole-page ads are published in selected national newspapers and magazines.
This strategy was planned and created by the Leo Burnett Warsaw agency, Starcom Media is responsible for planning and purchasing the media exposure and Tango Production organised the TV spots.
The Commercial Union Poland group
(http://www.cu.com.pl) services over 3 million clients and manages assets worth over 17bn zlotys (£ 2.7bn). Since 1994 CU has been the leader in the individual life insurance market (over 1,700,000 policies written), and, since 1999 in the pension fund market as well (above 2,500,000 clients). The CU Group also offers group life insurance, annuities, general insurance, unit trusts, and asset management.
For further information please contact: Grazyna Goslings, corporate communications director of the CU Poland Group, tel: + 48 22 557 40 93, fax: + 48 22 557 40 26, e-mail: bohdan_bialorucki@cu.com.pl. Additional information about the Commercial Union Polska Group can also be found on the web page http://www.commercialunion.pl