How we scaled Universal Assistance regionally with travel icon Ivan de Pineda.
Building on the brand's core promise, “With Universal Assistance, medical emergencies cost you zero”, the campaign stars TV host Ivan de Pineda in Argentina. Widely known as a travel icon, Ivan perfectly embodies the transformative power of exploring the world.
“We’ve been championing the ‘Cost You Zero’ message for three years now, and every year we challenge ourselves to keep surprising our audience. Bringing a celebrity on board this year pushed us to find a fresh narrative,” says Cristian Reatti, CCO at Merci.
“Partnering with a figure of Ivan’s stature gives the brand serious authority within the industry and elevates our core message,” adds Gonzalo Fasson from the agency.
Diego Barón, Regional CMO at Universal Assistance, notes: “This campaign reinforces a clear, simple, and high-value service promise. Having Ivan de Pineda on board adds instant trust, warmth, and credibility to our brand voice.”
Designed as a regional rollout, the campaign was crafted to stay equally compelling in markets where the host isn't a household name. It launches today across all 14 markets where Universal Assistance operates.
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