La Equitativa is an insurance brand with over 120 years of history, but it had never before advertised its brand or products. In recent years, the insurance market became more competitive, and for this reason, we were called upon to reposition the company and its mass communications.
Initially, we worked closely with the company’s management in developing a new brand positioning, analyzing focus groups and conducting research studies on the category, its users, and its distribution channel, insurance producers. We concluded the importance of the producer in the brand strategy and in the market itself, and we noticed that no other company was highlighting this figure. That’s when we came up with the concept: “Us, Our Producers, and You.”
We introduced the concept of the “Equitable Producer,” a new spokesperson for the brand. The campaign was launched during an event with the company’s top brokers. The reception couldn’t have been better! Over 85% of the producers endorsed the campaign and its concept, and in the following months, La Equitativa experienced an increase in quoted policies and new producers eager to include the brand in their commercial portfolio.