SulAmérica Seguros: Picasso Painting

SUN/MRM Wolrwide

ENTRY INFORMATION

Category: Financial Products and Services
Country where program ran: Brazil
Date program started/ended: 1st February - 1st March 2008

Product Description: The product sold was Home Insurance.

Advertiser/Client Name: SulAmérica Seguros
Media 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.

Target audience: Consumer

High income clients, with premiums higher than R$ 5.000,00 who live in Premium condominiums in sophisticated neighborhoods in São Paulo.