SulAmerica Seguros e Previdência: Relax

In May to June 2009, during the financial crisis, Brazilian insurance company, SulAmérica Seguros e Previdência, wanted to increase customer loyalty so as to avoid loss of accounts due to clients cutting back on corporate health care plans.

SulAmérica Seguros e Previdência: Relax

e|ou Marketing de Relacionamento

ENTRY INFORMATION

Category: InsuranceCountry where program ran: BrazilDate program started/ended: 15th April - 15th June 2009

Product Description: SulAmérica is a major insurance company in Brazil.

Advertiser/Client Name: SulAmérica Seguros e PrevidênciaMedia Channels: DirectMail

STRATEGY

Marketplace Challenge:

The financial crisis had a big impact in budgets across the market and companies were cutting costs. In this scenario, we needed to mantain our historical retention rate.

Target audience: Business-to-Business

Vice-presidents and HR Executives of major companies on the Rio de Janeiro (25%)...

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