Defining the communication for the pandemic insurance UNITEAM PROTECT
UNIQA Insurance had an agile response to the rapid changes that the COVID-19 pandemic brought and decided to launch a specific B2B product: the UNITEAM PROTECT. Decisions were taken fast, and our approach needed to bring the most clarity possible during a very turbulent period.
pastel shaped the strategy and the identity of UNIQA’s covid-19 insurance, defining its name and its visuals. At a time abundant in vague communication, we took the client’s vision further and made a straightforward statement. We clearly positioned the product as the extra-mile a company can go in protecting its employees. This way we also stressed the importance of responsibility and cohesion for overcoming this unique situation.
The project also included paid media coverage, for which we carefully selected the most relevant business news outlets: Cariere, HR Manager, Ziarul Financiar and Wall Street.
The results amounted to an estimated exposure to 4.58 million readers, with 21.000 readers of the newsletter mentions and 229.000 reached through social media.