Hiring insurance is not in Brazilians’ priority list. Many people believe that insurance is only for those who can afford it. At the same time, those who already recognize their importance do not understand what they are hiring. To simplify matters and stand out in a territory full of prejudices, Caixa Seguradora Insurance had to look at itself and find its place in the market.
Based on the Branding Diagnosis, we realized that Caixa Seguradora needed to play a role that was commensurate with its importance on the insurance market, borrowing the positive image of the Caixa Econômica Federal. It ceased to be a product Brand, and became a corporate Brand. A unique personality with a new visual. A Brand for all Brazilians that are concerned about insuring their assets and having them well cared for.
YES, IT’S 4 U
“THE BIG CHALLENGE IS NOT JUST IN ADVANCING A RE-BRANDING EFFORT, BUT IN MAKING IT REAL IN THE CUSTOMERS’ EXPERIENCE.”
Sany Silveira, Marketing Director