Client: ANSWER RSA Group
Having been in the market for many years, ANSWER RSA, an auto insurance company, decided to carry out a new research project on what type of services users look for in an insurance company. The result was clear: middle class and upper class Argentines (our target group) look for an answer. That means, in this category, an insurance company that responds.
The challenge was to get this new positioning with a limited budget for outdoor reinforced by other alternative media such as radio, to communicate the new brand identity.
The campaign.
To achieve this goal we decided not to use the classic testimonial ads where people say they feel protected. We worked on the following concept: When you have an insurance company that answers, problems become smaller. With this claim the idea was to position the company from a more rational than emotional point of view. Without losing the prestige and credit that the brand had achieved over the years, we could open a new share in the auto insurance market as the company “that answers”.
