Alina Luca (UNIQA): “We aim to consolidate our brand’s position in a sustainable and future-oriented manner”

In an increasingly competitive market, the big players choose to reposition themselves and get closer and closer to customers, in order to gain their loyalty and prove to them that they are part of the community and are reliable partners. From the desire to become more than an insurance provider, UNIQA launches the new brand positioning, under the message “a better life together”.

By Romanita Oprea

In this sense, products and services are increasingly connected to the real needs of customers, and their positive impact on the community begins to be more and more visible. Therefore, UNIQA puts innovative solutions on the market, through which it combines financial utility with the human component, managing to keep its orientation towards sustainability, for a better and safer future. BR sat down with Alina Luca, marketing and communication director at UNIQA Asigurari, and talked about the new positioning, the context of the market, the changes and expectations for the brand, etc.

What determined you to change the positioning of the brand right now (the most important factors and the timing)?

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At UNIQA, our main objective is to contribute to a better life for the members of the communities in which we operate, both through the development of relevant products and services and through environmental sustainability initiatives and assistance for people.

In 2023, UNIQA globally launched a new brand positioning – Living Better Together – driven by our desire to establish a lasting connection with those around us and to contribute together to a safer future. We are convinced that we can build a better life in the community if each of us makes even a small contribution. By leading through examples, we aim to inspire those around us to take action and get involved.

Another essential factor influencing our strategic direction is our commitment to supporting customers in achieving major milestones in their lives. To make this happen, we have a clearly defined mission and continuously strive to not only understand the insurance needs of our customers but also identify the elements that inspire confidence in fulfilling their plans and creating a better life. Consequently, our approach involves a continuous analysis of customer needs, which we address by providing personalized products and services. These not only offer financial protection but also represent sustainable and community-engaged solutions.

How has the company image changed in Romania during the years and why?

Over the years, we have witnessed a significant evolution of UNIQA’s image in Romania. Essentially, we have solidified our status as a trusted partner for Romanians. We consciously took this step to respond to the continuously changing needs and expectations of our community.

In recent years, UNIQA has consistently and committedly pursued its transformation into a trustworthy, positive, modern brand aligned with technology, embracing digitalization in its actions and services provided to customers. This journey has strengthened our image as a competent, supportive, and protective partner, reflecting our commitment to providing superior quality services and innovative solutions in the insurance industry. Our company has adopted a holistic approach, going beyond mere industry presence to become an authentic partner for our customers. We focus on providing necessary support in critical situations, understanding that our relationship with customers extends beyond commercial aspects. We have become a trusted partner, helping them make the best decisions and be prepared for life’s challenges.

This transformation has been possible due to our commitment to quality, transparency, and social responsibility. We are proud to stand by our community in challenging times and contribute to creating an environment where people feel protected and supported.

With whom did you work on the new positioning and please tell us more about the collaboration?

The new brand positioning was launched globally, in all countries where UNIQA operates, and locally adapted to the specificities of the Romanian market to become a differentiator in the sector we operate in.

In this complex process, we collaborated with the integrated communication agency Oxygen. Our partnership with Oxygen resulted from the brand audit and the development of the marketing and communication strategy conducted by the agency for UNIQA Romania in 2022.

What are the main changes coming with the process and how long will take to be in-place for real?

Through the new brand positioning, we ensure that UNIQA’s products and services have a positive impact on the quality of life for our customers. In an increasingly online world, we focus on digitalization, constantly working on simplifying customer interactions. Our digital consultant, ANA, has become a significant element in our activities, proving its usefulness in achieving agility in response to the evolving needs of our customers.

Our efforts in this regard also impact all our partners and teams. The integration of the new concept into the organization has been smooth, especially as this vision was shaped with input from UNIQA employees. Moreover, we aim to cultivate an organizational culture where our employees become enthusiastic and dedicated ambassadors of the UNIQA brand, both professionally and within their communities. We encourage employees to share their knowledge, values, and commitment to excellence not only within the organization but also in their daily interactions with the local community. Through this integrated approach, we aspire to build a sustainable and positive presence for our brand among colleagues and in society.

What were your main expectations and goals?

As mentioned, we aim to be more than just an insurance provider. We want to be a trustworthy, long-term partner that helps our customers achieve their plans and improve their quality of life.

We are a strong, solid, profitable company and a pillar of trust on which the entire community can rely. We focus on efficient resource management and a sustainable strategy that not only consolidates our market presence but also generates significant benefits for our customers and the community in which we operate.

Digitalization is a crucial aspect of our evolution and the achievement of our business objectives. We are firmly committed to adopting cutting-edge technologies to streamline internal processes, improve the quality of our services, and respond promptly and efficiently to the needs and expectations of our customers. Through continuous digitalization initiatives, we create an agile and efficient working environment, ensuring that we are prepared to face challenges in an ever-changing economic landscape.

At the same time, this digital transformation brings significant benefits to our customers. We offer intuitive, accessible, and personalized online solutions, facilitating customer experiences in their interactions with us. From purchasing insurance policies to managing and claiming them, digitalization enables us to provide superior services and maintain continuous and transparent communication with our customers.

Thus, we affirm ourselves not only as a trustworthy player in the insurance market, but also as a promoter of innovation and progress for the benefit of both our company and the community we serve.

How is it going so far?

Since the launch of our new brand positioning until now, we have made significant progress in implementing the outlined strategic directions. We remain firmly committed to the implementation process, considering that our vision and strategic plans are designed for the long term.

To popularize the new positioning, in 2023, we launched an international advertising campaign in line with the organization’s promise to contribute to “Living Better Together.” The mission of the campaign is to spread the message that, through the power of our community, we protect and improve well-being and prosperity. Choosing UNIQA means choosing a better life. One of the achievements we are proud of within the campaign is the new spot, highlighting actions that inspire change for a better and safer future. The spot showcases examples of how every small contribution helps make a better life possible. The transition from an initially grim black and white world to a friendly and colorful one through active engagement and support represents an ongoing process. The UNIQA team remains dedicated to constantly strengthening our position in line with the new strategic vision.

Looking ahead, we are confident that our plans will be implemented according to the initially set directions, and at the same time, we will maintain our commitment to our goals, learning from each stage of this journey.

What do you want for 2024 and how do you want to get there with the brand?

For 2024, we aim to stay close to the needs of people and the community, strengthening our relationship with our customers. We are working to offer personalized solutions that meet their specific needs, intending to intensify our presence on digital channels, ensuring fast and comprehensive experiences for our customers.

Additionally, we are committed to promoting sustainable community support initiatives contributing to a better life and environmental protection. Through these initiatives, we aim to exceed the expectations of our customers and consolidate our brand’s position in a sustainable and future-oriented manner.

Through a proactive and committed approach, we are dedicated to carefully analyzing the real concerns of our community. Through a deep understanding of their needs, we can develop sustainable and efficient solutions that support the community in its efforts to progress toward living better. Through concrete initiatives and strategic collaborations, we want to actively engage in creating a positive impact on the surrounding environment.

Furthermore, we take pride in having a team of dedicated and passionate professionals who share our fundamental values. People at UNIQA are not just employees; they are committed ambassadors of our mission, vision, and positioning. We encourage their involvement in community initiatives and support them in continuous professional development, promoting a working environment that encourages creativity, collaboration, and excellence.

In essence, we are dedicated to building an authentic partnership with the community and our employees. Through united efforts, we aspire to contribute to a positive transformation, where prosperity and well-being become the norm for both our community and the UNIQA team.

What are your main communication channels and why?

UNIQA’s communication utilizes most available channels to reach as many customers and partners as possible. We predominantly use online channels such as digital platforms and social media to provide quick access to information and personalized services.

At the same time, we maintain direct communication through face-to-face meetings with customers and business partners. In the insurance industry, direct interaction plays a crucial role in building and reinforcing customers’ trust. Given the intangible nature of insurance products and the dependence on keeping promises, direct contact becomes a fundamental pillar of the process. In this context, the importance and relevance of the human factor cannot be underestimated. Strong interpersonal relationships significantly contribute to building trust, providing essential support in an industry where trust and integrity are key elements.

We rely on a team of professionals with relevant skills and experience in the industry, many of whom have been with UNIQA for many years. This balanced approach between the digital and traditional environment allows us to build strong relationships and efficiently respond to the continuously changing needs of the insurance market.

What is your perspective on influencer marketing?

Influencer marketing is an increasingly effective approach in marketing strategies, and the main advantage of collaborating with influencers is that they have a well-targeted audience, ensuring that messages reach those who are interested.

On the other hand, it is crucial for brands and influencers to be authentic, conveying relevant messages to followers based on shared passions or values. Otherwise, there is a risk that these communities may turn against brands if the approach and messages are not suitable.

We believe that influencer marketing extends the reach of our brand, bringing creativity to our campaigns. In general, influencer marketing is a valuable tool for building brand awareness, connecting the brand with the target audience, and achieving positive results in the digital and non-digital environments.

In UNIQA, we seek to develop strategic collaborations with influencers who share and promote our corporate values and are actively engaged in their communities. We prioritize selecting partners who not only share our vision but also demonstrate authentic commitment to social responsibility and positive contributions to society. It is essential to note that, in the current context of the Romanian market, identifying influencers in line with these specific criteria is challenging, given the niche’s limited presence at present.

For example, in 2023, we implemented an influencer marketing project with several travel and lifestyle influencers, aiming to raise awareness on social media that sustainable development efforts are a long-term investment to which we all must contribute. The campaign also aimed to increase the visibility of the UNIQA brand in the area of sustainable actions and establish new connections between the UNIQA brand and the influencers’ communities through the Instagram platform.

How different is what is happening, communication-wise, in Romania, compared to the international level?

In recent years, Romania has witnessed a remarkable evolution in its communication landscape, closely reflecting trends observed in more developed countries.

Marketing and communication professionals in organizations have adeptly embraced digital transformation, resulting in impressive growth in online communication and advertising, a focus on social media, and e-commerce initiatives.

Practices in Romania now closely resemble those in more developed countries, and despite the different budget sizes, Romanian companies are aligning their strategies with global standards.

Adaptability to international trends reflects a dynamic change in consumer behavior and the recognition that aligning with the latest marketing practices is crucial to remain competitive.

UNIQA is moving in this direction, consolidating its position as an innovative company with an increased appetite for the new. We are firmly committed to providing innovative and advanced solutions tailored to the continuously changing needs of our customers.

Our marketing team brings together passionate and creative professionals who share our common vision of constantly redefining and innovating how we communicate with customers and deliver our services. We bring innovation not only to our products and services but also to how we present ourselves and interact with our audience.

In a continuously changing business landscape, UNIQA remains anchored in its fundamental values while simultaneously adapting to and anticipating emerging trends. Therefore, we are more than just an insurance company; we are a catalyst for change and innovation, redefining the standard in the insurance industry through our commitment to excellence in both activity and communication.