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  • 2 years in a row
  • as the insurer with the highest free press visibility

 

  • More than 400 thousand
  • Colombians impacted in face-to-face activities

WHAT WE WERE UP AGAINST

In the ARL business, Positiva was in second place in the market, but in the insurance field it was in sixth place. We had to get the brand, at the insurance level, to come close to its performance in the ARL category, to become a David among so many Goliaths.

 

All of the above, with a tenth of the budget of any of the top 3 players in the category and with three internal areas (marketing, health promotion and prevention, and human talent, disjointed and independent).

WHAT WE DID

We turned the marketing plan into a planning, co-creation and monthly planning methodology. It went from being a document in a planner’s folder to a living organism that is reviewed, planned and executed monthly.

Key points:

→ Management of the social channels of the P&P and Marketing areas.

→ Continuous growth of both communities, maintaining interaction and engagement.

→ Product campaigns, generating leads (Exequias, Bicibles, Viajero) in digital placement products.

→ Creation, participation and assembly of all brand events, both internal and public presence.

 

interna3-positiva

RESULTS

In addition to achieving incremental brand power above the rest of the players in the category, for two years Positiva was the insurer with the greatest visibility in free press.

 

It also achieved the greatest increase in the category in terms of advertising notoriety, the impact of face-to-face activities on more than 400 thousand Colombians, and Positiva was the only brand in the category that maintained its spontaneous awareness.