FIATC launches a 360 campaign to boost brand awareness

FIATC is one of the oldest insurance groups in Catalonia, founded in 1930 and headquartered on Avenida Diagonal in Barcelona. The entity's commercial brand, not always easy to remember, is an acronym that corresponds to an original corporate name that very few people know: Federación Industrial de Autotransportes de Catalunya. Today, it matters little what those acronyms really mean, but the company has set out to improve brand awareness with the launch of its first 360º advertising campaign, baptized with the slogan 5 Letters that bring tranquility.

Conceived by the Barcelona agency Honest and directed and produced by Albiñana Films, the campaign seeks to explain in a close way FIATC's main objective: to offer tranquility to its clients by providing them with different insurance policies that allow them to protect the different areas and moments of their lives. "The campaign seeks to improve brand awareness to generate trust among the public and thus support the commercial work of our mediators," explains the group chaired by Joan Castells. "Our five letters mean many things, because we are inspired by you so that everyone feels they have the insurance they need," reads the spot, of which 40", 20" and 10" versions have been made.

Thus, the advertisement gives voice to different FIATC client profiles so that they give meaning to each of the five letters. "Fuente Ilimitada de Absoluta Tranquilidad y Confianza" (Unlimited Source of Absolute Tranquility and Trust), defines one of the protagonists. "Fuera Imposibles Ahora Tenemos Casa" (Impossible Things Aside Now We Have a Home), expresses another. The spot features different everyday scenes and at different stages of life, with a very careful image that gives special importance to light.

The campaign to increase brand awareness is one of the initiatives framed within the insurance group's new strategic plan, which aims to boost its commercial network. It can be seen on television, radio and digital media, in addition to having a presence on social networks, with the support of influencers. Media planning has been developed with Havas Media.