SulAmérica Seguros: Picasso Painting

SulAmérica Seguros hoped to retain high-value home-insurance clients in a wealthy area of São Paulo. Drawing inspiration from the recent theft of a major Picasso portrait from a local museum, the company shipped reproductions of the portrait to its top home-insurance customers.

SulAmérica Seguros: Picasso Painting

SUN/MRM Wolrwide

ENTRY INFORMATION

Category: Financial Products and ServicesCountry where program ran: BrazilDate program started/ended: 1st February - 1st March 2008

Product Description: The product sold was Home Insurance.

Advertiser/Client Name: SulAmérica SegurosMedia Channels: Direct Mail

STRATEGY

Marketplace Challenge:

Home insurance is a commodity in Brazil. Products and prices are very similar. That's why any changes in insurance prices are always an opportunity for the competitor to conquer more market share, especially in the high income segment with high insured values being fiercely disputed by insurance companies....

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