KOOPERATIVA: FOR LIFE AS IT IS.
1999 — TODAY
Nearly three decades. One enduring idea.
Since 1999, Jiří Langpaul has helped shape Kooperativa’s communication around a single brand idea: “For life as it is.”
It began with a simple observation: life rarely goes according to plan. That truth became the foundation of a platform that has guided the brand for more than 25 years.
Campaigns changed. Media changed. Culture changed. The idea kept evolving with them.
Today, Kooperativa is one of the most distinctive insurance brands in the Czech Republic. Its long-term brand building has been recognised by the ADC Czech Creative Awards with the highest distinction in the Business Creativity – Brand Building category.
REAL LIFE BECAME THE BRAND’S TERRITORY.
The original platform was built around the small accidents, bad decisions, unexpected turns and ordinary absurdities that make real life what it is.
Kooperativa chose to recognise these moments rather than dramatise risk. Everyday situations, understated humour and human observation gave the brand a voice people could recognise as their own.
“For life as it is.” became more than a campaign line. It created a territory broad enough to keep finding new stories while remaining unmistakably Kooperativa.
GETTING CLOSER TO WHERE LIFE HAPPENS.
Over time, the platform moved closer to the places and situations people actually knew.
Hundreds of locally relevant executions turned towns, roads, habits, landmarks and everyday Czech life into material for the brand. Instead of repeating the same national message everywhere, Kooperativa could speak differently in different places while remaining recognisably itself.
Campaigns such as “They are out there” developed the same principle further. Most mishaps are caused by people. Yet somehow, we all tend to believe the problem was somebody else’s fault.
Real behaviour kept providing the stories.
SELECTED BUSINESS RESULTS AFTER CAMPAIGN in 2021
CAR INSURANCE OFFERS
+9%
PROPERTY INSURANCE OFFERS
+10%
LIFE INSURANCE OFFERS
+6%
The work was recognised by ADC CZ in the Integrated Campaign and Out-of-Home categories.
FROM INSURANCE TO ACTIVE HELP.
As the brand evolved, so did its understanding of what insurance should do.
Financial compensation matters after something goes wrong. Yet in the moment itself, people often need something much more practical: somebody who knows what to do.
That shift opened a new chapter for Kooperativa. Assistance services gave the brand a way to turn its promise into immediate action.
WHEN HELP COMES WITH CONSEQUENCES.
A broken car. A problem with sensitive data. A situation you cannot solve alone.
The stories began at the point where most insurance advertising used to end: just after something had happened.
Each character needed help and found themselves facing someone they would rather not ask. The consequences of choosing the wrong help became the story.
Kooperativa’s assistance services offer a simpler alternative. Professional help when you need it, without the complicated aftermath.
THEN THE PROMISE BECAME AN EXPERIENCE.
FRIDAY 13TH.
If assistance was going to change the role people expected an insurance company to play, the most convincing argument was to let them experience it.
On Friday the 13th, Kooperativa opened its plumber assistance service free of charge for one day to anyone in the Czech Republic facing a water emergency.
People could try the service without being Kooperativa clients.
70% of callers were potential clients.
Plumbers handled a 636% increase in interventions.
The project was named Best Business Transformation Project of the Year 2025 by ADC CZ.
KNOWING WHEN TO STOP TRYING.
Most problems still begin small.
A light stops working. A pipe starts leaking. A car will not start. A lock gets stuck.
And for a few seconds, most of us believe we can fix it ourselves.
That moment became the centre of Kooperativa’s latest assistance campaign. Each story follows a small problem as confidence, improvisation and one bad decision turn it into something much bigger.
The role of insurance becomes immediate and tangible: call someone who knows what to do before one broken thing becomes five.
WE TAKE CARE OF YOUR WORRIES.
ONE IDEA. MEASURABLE CHANGE.
Long-term consistency only matters if it keeps working.
Between 2018 and 2025:
AD RECALL
18% → 44%
CONSIDERATION
30% → 46%
SBA
31% → 55%
TOP OF MIND
12% → 19%
More than 25 years after its creation, “For life as it is.” continues to give Kooperativa a clear way to recognise real life, respond to it and keep the brand relevant as people, media and expectations change.
“Our shared history of building the Kooperativa brand is clear proof to me that every company should have its own Jiří Langpaul, either within its marketing team or as an external partner. Jiří knows how to formulate his ideas clearly, explain them and stand behind them. And time, at least in Kooperativa’s case, has proved him right. To this day, we still use the line he created: Kooperativa is the insurance company ‘For life as it is.’”
Martin Diviš
CEO, Kooperativa pojišťovna, a.s. VIG