Apr 15

BALTA: TURNING BAD DAYS INTO GOOD ONES

We all know the good old trope about the idea that if you can’t change events, then you must change your attitude. Still, our attitude toward things and related events largely depends on whether we do or do not have insurance. It is precisely this factor that often determines whether we have encountered an accident or a simple event.

In 2014, the BALTA insurance company joined the international PZU insurance network, and so we had to inform people about its new identity while also providing news about excellent property insurance and CASCO insurance offers.

How did we do this? We used a new element of visual identity – parentheses – and added a word game to show how little difference there is between a dramatic day and a calm day, an accident and an event, and a bad day and a good day. All that is needed is a call to BALTA. We positioned BALTA as “stress fighters” who will turn an event into one that did not happen, quickly dealing with the consequences and making everything right in the direct and the indirect sense.

We showed all of this on clean and white outdoor advertising stands and in the newspaper Diena (Day), which turned into Nediena (Bad Day), thus speaking to the complicated perception and annual manifestations of this day. We also produced adapted TV ads. We devoted a radio ad (in latvian) to CASCO insurance, turning the griping of a driver into a lullaby, and thus showing once again how narrow is the gap between restlessness and peace. In other words, we even killed three birds with one stone, creating a new identity and establishing a property insurance campaign on the basis of the current context.