An insurance company in Brazil launched a radio station called Radio SulAmérica in 2006 to increase awareness of its auto insurance offerings. The station provided traffic updates and route information to drivers in São Paulo, who spent an average of 2.5 hours per day in their cars. This interactive format was very successful, gaining 500,000 listeners with thousands of user-submitted updates daily. As a result, the brand saw a 120% increase in awareness and 90% growth in its auto insurance market share in São Paulo over one year, positioning itself as more than just a life and home insurer.

1. A short story of
an interesting brand
Radio SulAmérica
24th March 2010
Marcelo
Pugliesi
Brescia

2. In
Brazil
…

4. there
is
an
insurance
company…

6. In
2006,
this
insurance
company
developed
a
strategy
to
increase
its
percep>on
as
an…

7. AUTO
INSURANCE
COMPANY…

8. only
perceived
as
…
since
it
was
a
life
and
home
insurer.

9. Strategy
…
 rand
awareness
B  rand
image
B
(repeated
exposure)
(relevant
content
+
uniqueness)
+
Opportunity
In
São
Paulo,
people
stay
on
average
2,5
hours
inside
of
their
cars
per
day
=

10. …

11. …
Target
drivers
in
São
Paulo

12. …
Target
drivers
in
São
Paulo
Brand
posi>oning
help
in
dealing
beLer
with
the
traffic-­‐jam
by
aler>ng
about
the
worst
routes
and
indica>ng
the
best
alterna>ves

13. The
info
related
to
the
traffic
condi0on
were
obtained
by
reporters
researches
and
data
send
by
the
drivers
by
telephone,
email
or
SMS

14. SUCCESS!!!

15. 500,000
listeners

16. 500,000
listeners
4,000
calls/day

17. 500,000
listeners
4,000
calls/day
1,000
SMS’s/day

18. 500,000
listeners
4,000
calls/day
1,000
SMS’s/day
1,200
emails/day

19. 500,000
listeners
4,000
calls/day
1,000
SMS’s/day
1,200
emails/day
Peaks
of
50,000
listeners
per
minute

20. 500,000
listeners
4,000
calls/day
1,000
SMS’s/day
1,200
emails/day
Peaks
of
50,000
listeners
per
minute
Second
journalisLc
staLon
more
listened
inside
the
cars

21. 500,000
listeners
4,000
calls/day
1,000
SMS’s/day
1,200
emails/day
Peaks
of
50,000
listeners
per
minute
Second
journalis>c
sta>on
more
listened
inside
the
cars
Many
awards,
including
one
Gold
Lion
in
Cannes

22. 500,000
listeners
4,000
calls/day
1,000
SMS’s/day
1,200
emails/day
Peaks
of
50,000
listeners
per
minute
Second
journalis>c
sta>on
more
listened
inside
the
cars
Many
awards,
including
one
Gold
Lion
in
Cannes
120
%
increasing
in
awareness
and
90%
growing
in
the
market
of
auto
insurance
in
São
Paulo
in
one
year

23. END
OF
THE
STORY?

24. END
OF
THE
STORY?
ALMOST

25. HOW
IT
RELATES
TO
TOPICS
LEARNED
IN
CLASS?

26. KNOWLEDGE
BRAND ELEMENTS
ARCHITECTURE
IMAGE
TARGET MARKETING
BRAND HIERARCHY
POINTS-OF-DIFFERENCE
RELEVANCE
BRAND EXTENSION
LOGOS
CATEGORY
POSITIONING
AWARENESS
CLARITY
POINTS-OF-PARITY

27. Learning
points…

28. … THE END.
A short story of
an interesting brand
Radio SulAmérica
24th March 2010
Marcelo
Pugliesi
Brescia