Generali has launched a national humour campaign aimed at the more than 3.3 million freelancers in Spain. It will be broadcast until November 15 on television, cinema, radio, online video, social media, and digital outdoor advertising.
The insurer Generali has initiated a national campaign with humour directed at the over 3.3 million freelancers in Spain, as reported by marketingnews.es. The proposal, titled "Auto-no-no-no-mo", plays with the sound of the word freelancer to turn everyday obstacles into a creative resource.
The campaign includes three 20-second audiovisual pieces featuring Carlos, a freelance baker who faces a series of work-related setbacks. In each piece, a voiceover repeats the campaign's cry until the protagonist breaks the fourth wall, looks at the camera, and responds calmly. Then, a personal advisor from Generali appears, representing the company's support through its network of over 10,000 personal advisors.
The creative agencies of WPP have developed the campaign, and Attic has handled the production. The dissemination will take place until November 15 on television, cinema, radio, online video, social media, and digital outdoor advertising.
The executive María Babé, chief marketing & customers officer of the company, explains the initiative's approach:
“to connect with freelancers from a reality they know well: the obstacles and the ‘noes’ that are part of their daily lives”
The action is complemented by a digital strategy with two spaces. A multimedia hub gathers the pieces and offers sound resources for mobile, while a commercial page facilitates contact with the network of agents and summarises the advice on the company's products.
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