Media > Product & Service
THE REFEREE´S SUPPORTERS
QUORUM/NAZCA SAATCHI & SAATCHI, Lima / TRANSPERUANA INSURANCE COMPANY / 2011
Awards:
Overview
Credits
Overview
Effectiveness
Contact with potential clients increased by 80%.60% increase of insurance sold compared to the previous month. 6 million witnessed our event via live TV, Internet, radio and press and generated nearly US$750,000 worth of earned media from an investment of just US$ 4000.We made the news all over South America and Europe through international networks such as ESPN, FOX, LEQUIPE, CLARIN, AS, GLOBO, as well as Internet media.“We are from TRANSPERUANA, the ones who support the referee” is now the way our sales force introduce themselves.
Execution
So we went to the place where support matters most: Soccer stadiums. There we decided to support the one who no one else does: the referee. Thereby creating the world’s first Referee’s Supporters’ Club.The Champion and Runner-up from the 2010 Peruvian Soccer Championship would be playing against each other. Each team were rooted by their fans as usual. But they weren’t going to be the only ones. On this match, and for the first time ever, the referee would get support as well. The Referee’s Supporter’s Club were there to cheer and root with its banners, flags and encouraging songs.All of a sudden, sixty minutes into the match when we had caught everyone’s attention –regular attendees, the soccer players, live television, press and even the referee himself- a huge banner was raised which read: We support those who others don’t: TRANSPERUANA INSURANCE COMPANY.
Strategy
In the current marketplace there’s a large amount of insurance companies, all very much alike. In this context, TRANSPERUANA has a differential feature and a very unique opportunity : its micro insurance program – a low cost insurance from 5 dollars a month- aimed at those who can’t afford much.Our Challenge: Differentiate and present ourselves before potential clients not as yet another insurance company but rather as a source of support towards those who lack it, since they are now capable of purchasing insurance that other companies will not even offer to them.To achieve this, rather than talking about it, we wanted to show to the largest possible number of people that TRANSPERUANA supports those who others don’t.
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