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PZU warns against cheap “mock-ups” of casco insurance

August 13, 2010

PZU, the biggest traditional insurance company in Poland, has just started a new advertising campaign for its casco car insurances with the slogan:  Reliable casco insurance.  As PZU’s car insurances are usually more expensive than the offer of direct-insurance companies such as Axa Direct, Link4 (RSA) or Liberty Direct, PZU’s strategy is now to convince the car-owners that the competitors’ cheaper casco is just a mock-up.  By contrast, PZU offers free-of-charge car-towing, a courtesy-car and 10% discount for its Liability Insurance.   In the two TV ads we see the car-owners who are faced with some typical problems and need help. 

In the first spot, a guy’s car got broken in the middle of nowhere and he is waiting for a car-transporter which should arrive to help him.   But the vehicle that shows up turns out to be a cardboard mock-up of a transporter and falls apart – a metaphore for a poor casco insurance. 

PZU's banner storyboard / copy: Watch out for the mock-ups! Choose a reliable casco in PZU

In the second TV copy, a guy leaves his broken car at some car-service.  However, the place looks like a bizarre makeshift of a car-service.  The guy decides to investigate it and discovers that behind the front wall is is just a mock-up of a service. 

The campaign was devised by: Leo Burnett Warsaw (creative), K2 Internet (interactive) and Starlink (media).

Print lay-out / Headline: Beware of mock-ups when you choose your insurance!

2 Comments leave one →
  1. September 12, 2010 21:10

    This is a superb post and may be one that should be followed up to see what happens

    A colleague emailed this link the other day and I will be desperately waiting your next write. Continue on the fabulous work.

  2. Magdusia permalink
    June 14, 2011 19:55

    Zapraszam wszystkich do stworzonego przy moim udziale kalkulatora ubezpieczeń turystycznych. Na stronie wyliczenie kosztu ubezpieczenia i porównanie ofert różnych towarzystw : http://www.kalkulator-ubezpieczeniowy.pl/turystyczne.php

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