Lowe Group made the launch campaign in Romania for German insurer Gothaer

Cristina Blanaru Creativity

Gothaer Group, one of the oldest insurers on German market, launched in Romania with an integrated campaign signed by Lowe&Partners, GolinHarris, BPN and Senior Hyperactive.

The challenge was to creatively show the differentiator for a new insurance company on Romanian market, who’s products are bringing safety and a bit more. The concept presented by Lowe Group agencies was selected winner following a pitch organize by Gothaer Asigurari Reasigurari in November 2012.

 Our duty is to protect the best our clients and to improve their life, offering them products and services that go beyond traditional  insurance services. Campaign’s concept, the created situations and the images with Gothaer specialists that are following everywhere the main character are showing in a memorable way our company’s positioning with the message: You’re better insured than you believe, a powerfull differentiator on Romanian insurances market

Anca Babaneata,

CEO Gothaer Asigurari Reasigurari.

 foto filmare spot Gothaer

The creative step wasn’t at all difficult, as we had such a generous brand promise. It is said that to truly understand someone, you must put yourself in his shoes. To understand the local bad luck, we invited people from Gothaer to follow a metaphor, the character that has happening to him only unpleasant things, when he least expects it

Marina Cordun,

Copywriter, Lowe&Partners.

The strategy and implementation for the media campaign were handled by BPN that used, besides intense TV communication, also channels like online, press and outdoor. OOH campaign includes a spectacular project in Bucharest subway.

The launch of the brand on Romanian market was completed by special events for employees, press, partners and general public. GolinHarris contributed to implementing 2 of the events, also handling media relations strategy. The online platform of the campaign was developed by Hyperactive.

The teams working on the project involved;

  • Gothaer Asigurari Reasigurari: Anca Babaneata – CEO, Ilona Rusa – Marketing Director, Andreea Bucur –  Marketing Specialist
  • Lowe&Partners: Manuela Gogu – Creative Director, Marina Cordun – Copywriter, Claudia Pascu – Art Director, Razvan Dumitrescu – Strategy Director, Oana Serban – Account Director, Mihaela Pegulescu – Account Manager, Elena Cernatescu – E Thinker.