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A short story of
 an interesting brand
 Radio SulAmérica
 24th March 2010
Marcelo	
  Pugliesi	
  Brescia	
  
In	
  Brazil	
  …	
  
there	
  is	
  an	
  insurance	
  company…	
  
In	
  2006,	
  
  this	
  insurance	
  company	
  developed	
  	
  
a	
     strategy	
  to	
  increase	
  its	
  
        ...
AUTO	
  INSURANCE	
  
COMPANY…	
  
only	
  perceived	
  as	
  	
  
…	
  since	
  it	
  was	
  
   a	
  life	
  and	
  home	
  insurer.	
  
Strategy	
  …	
  

   rand	
  awareness	
  
  B                                                                   rand	
...
…	
  
…	
  

               Target	
  
        	
  drivers	
  in	
  São	
  Paulo	
  
…	
  

                       Target	
  
                	
  drivers	
  in	
  São	
  Paulo	
  

      Brand	
  posi>oning	...
The	
  info	
  related	
  to	
  the	
  traffic	
  condi0on	
  
were	
  obtained	
  by	
  reporters	
  researches	
  
   and	...
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	
  
             ...
500,000	
  listeners	
  
                  	
  4,000	
  calls/day	
  
                1,000	
  SMS’s/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...
END	
  OF	
  THE	
  STORY?   	
  
END	
  OF	
  THE	
  STORY?	
     ALMOST	
  
HOW	
  IT	
  RELATES	
  TO	
  TOPICS	
  	
  
LEARNED	
  IN	
  CLASS?	
  
KNOWLEDGE	

BRAND ELEMENTS	


                    ARCHITECTURE	

                                 IMAGE	

                ...
Learning	
  points…	
  
… THE END.


 A short story of
 an interesting brand
 Radio SulAmérica
 24th March 2010
Marcelo	
  Pugliesi	
  Brescia	
...
Case sul america
Case sul america
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Case sul america

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Case sul america

  1. 1. A short story of an interesting brand Radio SulAmérica 24th March 2010 Marcelo  Pugliesi  Brescia  
  2. 2. In  Brazil  …  
  3. 3. there  is  an  insurance  company…  
  4. 4. In  2006,   this  insurance  company  developed     a   strategy  to  increase  its   percep>on  as  an…  
  5. 5. AUTO  INSURANCE   COMPANY…  
  6. 6. only  perceived  as     …  since  it  was   a  life  and  home  insurer.  
  7. 7. Strategy  …     rand  awareness   B   rand  image   B (repeated  exposure)   (relevant  content  +  uniqueness)   +   Opportunity   In  São  Paulo,  people  stay  on  average  2,5  hours    inside  of  their  cars  per  day   =  
  8. 8. …  
  9. 9. …   Target    drivers  in  São  Paulo  
  10. 10. …   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  
  11. 11. The  info  related  to  the  traffic  condi0on   were  obtained  by  reporters  researches   and  data  send  by  the  drivers  by   telephone,  email  or  SMS  
  12. 12. SUCCESS!!!  
  13. 13. 500,000  listeners  
  14. 14. 500,000  listeners    4,000  calls/day  
  15. 15. 500,000  listeners    4,000  calls/day   1,000  SMS’s/day  
  16. 16. 500,000  listeners    4,000  calls/day   1,000  SMS’s/day   1,200  emails/day  
  17. 17. 500,000  listeners    4,000  calls/day   1,000  SMS’s/day   1,200  emails/day   Peaks  of  50,000  listeners  per  minute  
  18. 18. 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  
  19. 19. 500,000  listeners    4,000  calls/day   1,000  SMS’s/day   1,200  emails/day   Peaks  of  50,000  listeners  per  minute   Second  journalis>c  sta>on     more  listened  inside  the  cars   Many  awards,  including  one   Gold  Lion  in  Cannes    
  20. 20. 500,000  listeners    4,000  calls/day   1,000  SMS’s/day   1,200  emails/day   Peaks  of  50,000  listeners  per  minute   Second  journalis>c  sta>on     more  listened  inside  the  cars   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    
  21. 21. END  OF  THE  STORY?  
  22. 22. END  OF  THE  STORY?   ALMOST  
  23. 23. HOW  IT  RELATES  TO  TOPICS     LEARNED  IN  CLASS?  
  24. 24. KNOWLEDGE BRAND ELEMENTS ARCHITECTURE IMAGE TARGET MARKETING BRAND HIERARCHY POINTS-OF-DIFFERENCE RELEVANCE BRAND EXTENSION LOGOS CATEGORY POSITIONING AWARENESS CLARITY POINTS-OF-PARITY
  25. 25. Learning  points…  
  26. 26. … THE END. A short story of an interesting brand Radio SulAmérica 24th March 2010 Marcelo  Pugliesi  Brescia  

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