We’re Telling the Whole World About Our Reditude

Being a Lifetime Partner means being there for our clients, offering them a human touch while making the most of the existing digital technology. Generali’s new campaign places the agents, the brand and the products that provide solutions to our everyday needs in the centre.

THE EDITORIAL OFFICE

Red is not just our colour it’s our attitude. It’s about having heart, being passionate... and human. It’s about going further, never sitting still. Being dynamic, not accepting things as they are. Being proactive. Taking the time to get to know you. Focusing on advising, not just selling. Removing complexity to make things simpler. And using all our knowledge and expertise to prevent bad things from happening in the first place. That’s what we call Reditude.

We have captured this passionate attitude in our first-ever global brand campaign. In a COVID-19 context where Consumers are looking for brands with empathy, care and humanity, the Reditude campaign celebrates with heart, soul, and pulse – projecting our caring, empathetic and dynamic characteristics and especially how these qualities are adding value to our Customers’ lives. Qualities that we know people are looking for in brands now more than ever.

Building a strong brand is one of the fundamental pillars in the Generali 2021 strategy. With our new Reditude approach, we connect emotionally with our existing and prospective customers.

Isabelle Conner, Group Chief Marketing & Customer Officer, Generali.

Our new campaign positions us at the frontline of efforts to find solutions and develop new approaches based on our knowledge, expertise and, above all, our humanity. Now is the time to support individuals, businesses and institutions to meet the new normal with resilience and positivity – all summarised in our action-oriented tagline: “We’re All About You”.

The Generali Reditude brand campaign follows a first phase focused on celebrating and empowering our 155,000 plus agents who embody the true meaning of Lifetime Partner, as they relentlessly provide relevant ongoing advice and customised products and services to customers, while a third phase will be centred around key Generali Propositions in 2021.

First launched in Italy and Spain, then in Poland, Indonesia, Hungary, Austria and a dozen other countries where the Group operates, the campaign is a powerful step in Generali’s ongoing mission to enable people to shape a safer future by caring for their lives and dreams.

Ownership, Simplification, Human Touch and Innovation: These are the Lifetime Partner Behaviours underpinning the spirit of Reditude. This is our dynamic, contemporary and fresh approach we deliver our Customers every day – the way each of us acts as Lifetime Partners. This is how we are rewriting the story of our industry.