• Logo creation management.
• Design of Stamp and 90th Anniversary Brand Book and implementation.
• Merchandising Guide Book design and implementation.

Challenges

Changing Santalucía’s position: stop being the funeral insurance specialist and become a general insurance company so as to grow in other lines, such as Life Insurance.

 

Solution

Create a new advertising concept capable of transmitting to clients the idea of a large, modern insurance company able to offer them the product they needed.

This new campaign was “The World,” a proposal that conveyed the values the insurance company wished to communicate. With the slogan “A World of Protection,” it was perceived as what it had really become: a new company that offered a world of solutions.

 

Impact

The campaign was hugely successful. It caused radical repositioning in customer perception and had several subsequent versions that solidified the new corporate image.

 

Brand awareness increased by 6 points.