Today sees the start of the CU Poland autumn advertising campaign, under the slogan "To us, you’re a somebody".
Today sees the start of the CU Poland autumn advertising campaign, under the slogan "To us, you’re a somebody". Two advertising spots will go out on television over a total of six weeks – from today until 3 November and from 1 to 20 November.
The aim of the campaign’s creators is that the customer receives the message: I can live my life to the full in the knowledge that I have entrusted my finances and the security of myself and those close to me to a dynamic and up-to-date financial institution like Commercial Union.
The campaign comprises two 30-second spots (The Office and Lessons), which together tell a story. The films take a wry and pointed look at people who cannot recall what a balance in life is.
Zygmunt Kostkiewicz, deputy chief executive, CU Poland Life, said: "We want to make the customer aware that we can help him discover a passion for life and free his mind from worries about his financial security and future. He can be helped to return to equilibrium and to uncover new joys in life by representatives of Commercial Union, who should be more than just financial experts; they should also be friends to our customers."
In taking the decision to run this campaign, the CU Poland group set itself four aims:
- To present a clear image of CU that differentiates it from the competition
- To create an image for CU as a dynamic and innovative institution which nevertheless places long-term customer relations first, and does this by offering services which will help them live his or her life to the full
- To reinforce the image of CU as that of an expert who understands the needs of the customer and his situation in life; a friend you can count on
- A flexible approach to implementing the communications strategy of the Aviva parent group, which bases the creation of partnership relationships with customers on offering them services which will help them live their lives to the full.
The campaign project was put together and carried out by the Leo Burnett advertising agency, which has been providing services to the CU group since 2003. The footage for both films was shot in Warsaw under the directorship of the well-known Finnish director Miko Lehtinen. The spots were produced by ITI Film Studio. The advertisements are to be shown on the following Polish TV stations: TVP1, TVP2, TVP3, TVN, TVN7, TVN24, TV4 and Discovery. The media plan was prepared by the Starcom media organisation which also provides services for the CU group.
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For more information contact:
Bohdan Bialorucki
tel: + 48 22 557 43 41
e-mail: bohdan_bialorucki@cu.com.pl
For further information, see www.cu.com.pl
Notes to editors:
Commercial Union Poland Group is part of the international Aviva group The world’s sixth largest insurance, savings and investments group, and the largest in the United Kingdom by revenues. Aviva group operates in over 25 countries. It occupies a strong position in the European Union, including United Kingdom, Ireland, France, the Netherlands, Spain, Italy and Poland. Worldwide, Aviva group services over 30 million customers and manages assets valued at over £290 billion. For additional information, see the website http://www.aviva.com.