The Situation

Zurich Seguros was positioned as the best insurance option for anything the client might need, except for impossible situations. The aim of this effort was to promote this concept within the Brazilian market.

The Goal

Zurich Seguros was positioned as the best insurance option for anything the client might need, except for impossible situations. The aim of this action was to popularize this concept within the Brazilian market.

The Strategy

Zurich wants to show people that things may go wrong, and it is better to be prepared. So, the idea was to use a sort of prank involving a football match, where people would be totally involved even though they would not lose anything with this very effort.

Execution

A soccer game between two big teams in Brazil. More than 30,000 soccer fans in the stadium waiting anxiously for their teams. But, instead, two totally different teams enter the field. Thousands of outraged fans and astonished reporters can’t really tell what’s going on. Until a huge banner is unfolded in the middle of the field with the concept: “We haven’t invented insurance against changes in schedule yet. But you can count on Zurich Seguros to take care of all the rest.”

Results

News on main magazines, newspapers, websites and TV programs. More than 1 million views on YouTube. A raise of 40% visits on Zurich Seguros website.

A we used a game between two big teams in Brazil – Santos vs. Palmeiras. There are more than 30,000 soccer fans in the stadium waiting anxiously for their teams. But, to everyone’s surprise, two totally different teams enter the field instead. Thousands of outraged fans and astonished reporters can’t really tell what’s going on. Until a huge banner is unfolded in the middle of the field with Zurich Seguros campaign concept: “We haven’t invented insurance against changes in schedule yet. But you can count on Zurich Seguros to take care of all the rest.

News on main magazines, newspapers, websites and TV programs. More than 1 million views on YouTube. A raise of 40% visits on Zurich Seguros website.