A man shows off his new car while miniature mechanics interrupt him to point out common unforeseen problems, like a flat battery, a flat spare tyre, etc.

The fact that this is not just one more ad carried by taxis, but also a public service project, lends Itau Insurance more credibility and partiality. Being a project that advises people about traffic problems in São Paulo, it fits the “made to look after you” positioning adopted by the company.

The prominence that communication vehicles have given to this project made it relevant and well respected, resulting in more distinction and contrast for Itau Insurance on the city streets. The value gained through spontaneous media was estimated at around R$2 million, underscoring the value of Itau Insurance’s marketing efforts and communication actions.