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How do you reposition the brand and concept of Caixa Insurance Company, one of the biggest insurance providers in Brazil?

Understanding

The Challenge

Creating a brand image as an insurance provider for all Brazilian people and, even more, as a highly regarded helper in taking care of their clients' lifetime achievements.


Persona Analisys

To identify personas we did some presencial interviews with people from all over the country. The questions were about life, home and car insurance. The main research idea was to understand if the prices were fair enough relative to the differences in earning.

After hearing from them that insurance is for rich people, we discovered that we needed a 180º shift in the company's discourse. So they decided to talk more with the lower and middle classes.

CREATIVE STRATEGY

TRUE STORIES

We created a campaign based on true stories. The main purpose was to resonate with the target audience by showing that these stories could happen to anybody. These stories had a special soundtrack made exclusively for this campaign by Brazilian hit singer Ivete Sangalo.

LANDING PAGE

All the stories were placed on a landing page and linked to their products.

 

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Storytelling

Brazilian people have always been open to interact with the brand on social media. Because of that, social networks were a big part of the campaign. People were invited to visit the website via offline media. There it was possible to watch short documentaries and know more about these people's lives, which created a deep and true interaction with the brand.

MY ROLE

Creative Direction, Creative Strategy, Art Direction.



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