In 2014, PZU Group made several wide-ranging advertising campaigns, including: the „Rewolucja w OC” – (TPL Revolution), the „Stop Wariatom Drogowym” (Stop Road Rage) social campaign and award-winning “Mocno pomocni agenci PZU” (Strongly Helpful PZU Agents).
Instead of presenting the shocking effects of dangerous driving, thecampaign focuses on a positive message. The educationalactivities are intended to encourage the passengers toreact to dangerous behaviour and show how to calm thedriver. The PZU blue heart was a key tool and symbol of the campaign.
In 2014, PZU launched the cooperation with Marcin Dorociński – one of the most prominent Polish actors. His image reflects the peace and harmony that PZU provides its customers with.
PZU’s marketing campaigns received numerous awards in 2014, among which Mocno pomocni agenci PZU. [Strongly Helpful PZU Agents] campaign was the leading winner. Other Employer Branding campaigns that were acknowledged include: „#dorenifera” [#dearreindeer] and the „Kura” [Hen] movie.
The awards included:
- 3 Innovation Awards / Media Trendy awards;
- 3 KTR (the Polish festival of advertising creation) awards;
- The Golden Effie award for the “Mocno pomocni agenci PZU” [Strongly Helpful PZU Agents] campaign;
- The Golden Drum award at the 21st Golden Drum festival in Portoroż, Slovenia. The blue hearts of PZU won the golden award in the important “Integrated Communication Campaigns” category, scoring victory over projects from a number of the New Europe countries.
The blue hearts of PZU won the golden award in the important “Integrated Communication Campaigns” category, scoring victory over projects from a number of the New Europe countries.
In 2014, the PZU exclusive agent offices were presented with service standards. The visual agency concept consistent with the PZU sales network was developed, which allowed for the implementation of standards in both labelling and the interior design of the agencies. The project provides guidelines on the customer service, as well as the display of advertising materials.
PZU is a modern company, which reflected in the "Prosty Język" [Simple Language] project. For an average Pole, the majority of insurance documents, sales materials or even advertisments are too specialised, diffocult and confusing. This was the reason why one of the major marketing projects in 2014 aimed at improving the transparency of communication messages.
The 2014 acquisition of insurance companies entailed the rebranding of the acquired entities. The process covers the removal of the trademarks of the previous owners and the introduction of the PZU brand or brands under the PZU family. This was followed by the positioning of the brands on individual markets and campaigns introducing new branding strategies.