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!