Transperuana Insurance Company: THE REFEREE´S SUPPORTERS

Credits & Description:

Category: Financial Services, incl. Investor Relations and Corporate Finance

Advertiser: TRANSPERUANA INSURANCE COMPANY

Product/Service: MICRO INSURANCE

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 BTL)

EXECUTIVE CREATIVE DIRECTOR: ERICK GALVAN (QUORUM NAZCA SAATCHI & SAATCHI)

PRODUCER: ADRIANA RIVERO (YELLOW BTL)

PRODUCER: FIORELLA AGURTO (YELLOW BTL)

CREATIVE / PLANNER: OSCAR TAMAYO H. (STICH) (QUORUM NAZCA SAATCHI & SAATCHI)

CREATIVE: JOSE MIGUEL RIVERA (JOMI) (QUORUM NAZCA SAATCHI & SAATCHI)

CREATIVE: LUIS FUENTES PASTOR (CHULO) (YELLOW BTL)

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)

CEO SAATCHI & SAATCHI: MAURICIO PAEZ / RAUL RACHITOFF (QUORUM NAZCA SAATCHI & SAATCHI)

CEO YELLOW: ENZO MONTALBETTI (QUORUM NAZCA SAATCHI & SAATCHI)

CREATIVES / DESIGNER: CREATIVE TEAM (QUORUM NAZCA SAATCHI & SAATCHI)

CREATIVES / DESIGNER: CREATIVE TEAM (YELLOW BTL)

Media placement: ACTIVATION - SOCCER STADIUM - 3 APRIL 2011



Summary of the Campaign

Problem:

Transperuana insurance company has a product its competitors don’t: a micro insurance program (low cost insurance from $5 a month), aimed at those who can’t afford much. However the typical reluctant attitude towards insurance sales agents makes it difficult to approach potential clients.



Strategy:

To present Transperuana not as yet another insurance company but rather as a source of support towards those who could not afford an insurance.



Solution:

Creating a metaphor to materialize Transperuana´s concept of supporting those who others don’t.

We developed the world’s first Referee’s Supporters’ Club, a huge group of fans who supported the referee at a Peruvian Soccer Championship match.



Results:



6 million witnessed our event via live TV, Internet, radio, press and generated nearly US$ 750,000 worth of earned media from an investment of just US$ 4000.



We made the news all over America and Europe through networks such as ESPN, FOX, GLOBO, as well as Internet media.



The barrier between our salesforce and potential clients was diminished:



Contact with potential clients increased by 80%.

60% increase of insurance sold compared to the previous month.



"We are from Transperuana, the ones who support the referee" is now the way our salesforce introduce themselves.



The Situation

Studies in Peru show that the potential market for micro insurance (low-cost insurance) amounts to 14 million people in the C and D segments of the population, the lowest-earning segments, which represent half of the Peruvian population.



Transperuana, unlike other insurance companies, has a micro insurance program aimed at those who can’t afford much. However the typical reluctant attitude towards insurance sales agents makes it difficult to approach them. We needed to change this attitude.



The Goal

According to research, our target has a reluctant attitude towards insurance sales agents, so we needed to approach them in a different way.



Considering that the largest deciding group when choosing insurance is the male audience, we took advantage of their great interest in soccer and high ratings in sports broadcasts to reach them.



The Strategy

To take advantage of this differential (micro insurance program) to introduce ourselves not as yet another insurance company, but rather as a source of support to the less fortunate, and giving them access to insurance other companies don’t offer.



To achieve this, instead of talking about it, we wanted to prove to the largest possible number of people that Transperuana supports those who others don’t.



Execution

We chose the place where support matters most: Soccer stadiums. During a Peruvian Soccer Championship match we decided to support the one who no one else does: the referee. We created the world’s first Referee’s Supporters’ Club. A huge group of fans that showed an unconditional support for the referee in the same way any other supporters’ club roots for their team.



All of a sudden, sixty minutes into the match, once 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.



This idea diminished the barrier between sales agents and possible clients allowing us to show our product through different media and leafleting our call center number for appointments.



Documented Results

6 million witnessed our event via live TV, Internet, radio, press and generated nearly US$750,000 worth of earned media from an investment of just US$4,000.



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.



The idea caught on and was featured on hundreds of websites in over five different languages.



The supporters’ videos received over 60,000 times on Youtube within the first week!



The barrier between our salesforce and potential clients was diminished:

- Contact with potential clients increased by 80%.

- 60% increase of insurance sold compared to the previous month.



"We are from Transperuana, the ones who support the referee" is now the way our salesforce introduce themselves.



The referees are of course, moved by this.