Case sul america
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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.
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Case sul america
- 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…
- 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!!!
- 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