La Equitativa is an insurance brand with a track record of more than 120 years, but never in its history had it advertised its brand or its products. In recent years, the insurance market has gained competitiveness, and for this reason, we were called in to relaunch the company and its brand communications.
Initially, we worked side by side with the company’s top management in the development of a new brand positioning, analyzing focus groups and research studies on the category, its users and its commercial channel, the insurance brokers. We concluded on the importance of the broker’s role, not only for the brand strategy but also in the marketplace. We realized that no company was effectively valuing this figure. And so, we created the concept: “Us, Our Brokers and You”.
We created the personality of the “Equitable Broker”, a new spokesman for the brand. The campaign launch was realized during an event with the company’s most important brokers. The reception could not have gone better! More than 85% of the brokers endorsed the campaign and its concept, and in the following months, La Equitativa enjoyed a significant increase in the number of policy quotations with new brokers requesting to add the brand to their commercial portfolio.