ASIROM the “No, No, No To Yes!”

ASIROM, one of Romania’s oldest and most traditional insurance companies, had been perceived as a “state-owned” brand — stiff, outdated, and only relevant for the mandatory car insurance. In a modern market, this brand image no longer matched people’s needs or expectations. The challenge was to bring the ASIROM brand in the present, to set a fresh new tone of voice, in order to connect with a young and dynamic audience.

The goal was not just to sell insurance, but to change perception. We had to turn ASIROM into a brand that felt human. That’s why we showed that insurance wasn’t about fear or restrictions, but about freedom and confidence. So, with the right “safety net”, you could stop worrying about all the “NOs” in life and start saying “YES!”

Credits
CW: Radu Constantinescu
AD: Árpád Fekete
CD: Mihai Fetcu

Agency: Grey-G2
Client: Asirom – Vienna Insurance Group