Transperuana Insurance Company: THE REFEREE´S SUPPORTERS

Credits & Description:

Category: Financial Products & Services

Advertiser: TRANSPERUANA INSURANCE COMPANY

Product/Service: MICRO INSURANCE

Agency: QUORUM/NAZCA SAATCHI & SAATCHI

Agency: YELLOW

Date of First Appearance: Apr 3 2011

Entrant Company: QUORUM/NAZCA SAATCHI & SAATCHI, Lima, PERU

Executive Creative Director: Oscar Tamayo H. (Quorum Nazca Saatchi & Saatchi)

Executive Creative Director: José Miguel Rivera (Quorum Nazca Saatchi & Saatchi)

Executive Creative Director: Luis Fuentes Pastor (Yellow)

Executive Creative Director: Erick Galvan (Quorum Nazca Saatchi & Saatchi)

Producer: Adriana Rivero (Yellow)

Producer: Fiorella Agurto (Yellow)

Copywriter: Oscar Tamayo H. (Stich) (Quorum Nazca Saatchi & Saatchi)

Copywriter: José Miguel Rivera (Jomi) (Quorum Nazca Saatchi & Saatchi)

Copywriter: Luis Fuentes Pastor (Chulo) (Quorum Nazca Saatchi & Saatchi)

Head of Art: Erick Galvan (Pipo) (Quorum Nazca Saatchi & Saatchi)

Art Director: Yoshiro Zurita (Quorum Nazca Saatchi & Saatchi)

Art Director: Juan Pablo Delgado (Quorum Nazca Saatchi & Saatchi)

Designer: Luis Veliz (Quorum Nazca Saatchi & Saatchi)

Account Executive: Julio Estabridis (Quorum Nazca Saatchi & Saatchi)

Account Executive: Karina Castro (Quorum Nazca Saatchi & Saatchi)

Chief Executive Officer: Mauricio Paez/Raul Rachitoff (Quorum Nazca Saatchi & Saatchi)

Chief Executive Officer: Enzo Montalbetti (Yellow)

Creatives/Design: Creative Team (Quorum Nazca Saatchi & Saatchi)

Creatives/Design: Creative Team (Yellow)

Executive Creative Director: Emilio Díaz (Quorum Nazca Saatchi & Saatchi)

Chief Executive Officer: Kurt Gastulo (Plan B)

Media placement: ACTIVATION - SOCCER STADIUM - 3 APRIL 2011



Insights, Strategy & the Idea

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.



Creative 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.



Results and 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.