Radio SulAmérica 24th March 2010

Marcelo  Pugliesi  Brescia  

an interesting brand

A short story of

In  Brazil  …  

there  is  an  insurance  company…  

In  2006,  this  insurance  company  developed    

a  strategy  to  increase  its  percep>on  as  an…  

AUTO  INSURANCE  COMPANY…  

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

Strategy  …  

 Brand  awareness  (repeated  exposure)  

 Brand  image  (relevant  content  +  uniqueness)  

+  Opportunity  

In  São  Paulo,  people  stay  on  average  2,5  hours    inside  of  their  cars  per  day  

=  

…  

…  

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  

Target    drivers  in  São  Paulo  

…  

The  info  related  to  the  traffic  condi0on  were  obtained  by  reporters  researches  

and  data  send  by  the  drivers  by  telephone,  email  or  SMS  

SUCCESS!!!  

500,000  listeners  

500,000  listeners  

 4,000  calls/day  

500,000  listeners  

 4,000  calls/day  

1,000  SMS’s/day  

500,000  listeners  

 4,000  calls/day  

1,000  SMS’s/day  

1,200  emails/day  

500,000  listeners  

 4,000  calls/day  

1,000  SMS’s/day  

1,200  emails/day  Peaks  of  50,000  listeners  per  minute  

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  

500,000  listeners  

 4,000  calls/day  

1,000  SMS’s/day  

1,200  emails/day  Peaks  of  50,000  listeners  per  minute  

Many  awards,  including  one  Gold  Lion  in  Cannes    

Second  journalis>c  sta>on    more  listened  inside  the  cars  

500,000  listeners  

 4,000  calls/day  

1,000  SMS’s/day  

1,200  emails/day  Peaks  of  50,000  listeners  per  minute  

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    

Second  journalis>c  sta>on    more  listened  inside  the  cars  

END  OF  THE  STORY?  

END  OF  THE  STORY?   ALMOST  

HOW  IT  RELATES  TO  TOPICS    

LEARNED  IN  CLASS?  

KN

OWLE

DGE

AWAR

ENES

S IM

AGE

POSITIONING

TARGET MARKETING

BRAN

D EL

EMEN

TS

BRAND EXTENSION POINTS-OF-PARITY

POIN

TS-O

F-DI

FFER

ENCE

LOGOS CATEGORY CL

ARIT

Y

RELEVANCE BRAND HIERARCHY

ARCHITECTURE

Learning  points…  

Radio SulAmérica 24th March 2010

Marcelo  Pugliesi  Brescia  

an interesting brand

A short story of

… THE END.