Self-employed people are used to hearing negatives, facing unforeseen events and finding solutions to keep their businesses running. Generali has taken this reality as a starting point for its new national campaign, in which it transforms the successive “noes” of self-employed workers into a play on words built from its own name.

Under the concept “Auto-no-no-no-mo”, the insurer presents a campaign developed together with VML, WPP’s creative agency, and produced by Attic, which uses humor, repetition and exaggeration to connect with the more than 3.3 million self-employed people in Spain.
The proposal thus seeks to reinforce Generali’s positioning as a company that accompanies these professionals in the face of setbacks in their activity, highlighting both its insurance solutions and its network of more than 10,000 personal advisors.

The “noes” of the self-employed, protagonists of creativity

The campaign is based on a recognizable tension, which is that problems can appear at any time, but the activity must continue. Starting from this idea, Generali phonetically breaks down the word autonomous and lengthens the succession of negatives until giving shape to “Auto-no-no-no-mo”, a resource that functions as a creative concept and as an element of sound identification.

The proposal is articulated in three 20-second spots starring Carlos, a self-employed baker who faces different unforeseen work events. In each piece, a voice-over dramatizes the situation until the protagonist breaks the fourth wall, looks directly into the camera and responds calmly.
This narrative turn gives way to a personal advisor from Generali, who appears as a representation of the support that the insurer wants to offer to self-employed workers.

The spots use the song “Right Here, Right Now”, by Fatboy Slim, as musical accompaniment. And Generali has been using the motto “Here. Now” for some time now. The song thus provides rhythm and energy to the pieces, while the autonomous play with words introduces the humorous component and makes it easier to remember the message.

On the other hand, and as part of the campaign, Generali has extended the creative concept to the digital environment through a series of autotones, tones and sound resources for the mobile phone inspired by the expression “Auto-no-no-no-mo”.

These contents are part of a multimedia and interactive hub that the company has developed for employees, clients and mediators. The space brings together the pieces of the campaign, explains its creative approach and allows access to the sound resources.
The initiative seeks to prolong the presence of the concept beyond traditional advertising formats, taking advantage of its recognizable character and the possibilities of reproduction and use offered by mobile devices.

Beyond the play on words, the campaign aims to reinforce one of Generali’s main commercial arguments, which is its ability to accompany the self-employed in situations that may affect their professional activity.
“With this campaign we want to connect with the self-employed from a reality that they know well: the obstacles and ‘no’s’ that are part of their daily lives”explains María Babé, Chief Marketing & Customers Officer at Generali España. “From a positive, fresh and close approach, we transform that tension into a positive and recognizable message, valuing their ability to move forward and reminding them that they do not have to do it alone”he adds.

The campaign will be active until November 15 and will have a presence on television, cinema, radio, online video, social networks and digital outdoor advertising. Media planning is carried out by Dentsu.