(Brand was launched after I left Havas. Nevertheless I was the planner during the entire rebranding process)

The Brand: Seguro Directo, a Portuguese insurance brand.

The Campaign: Renew the brand's visual identity and apply it to many communication supports - from a new website to the launch campaign.

Brand Challenge: Despite being present in the Portuguese life since 1996, and having been the pioneer in the sale of direct insurance, first by telephone, then online, and more recently through a television APP, new brands have appeared in the market and overshadowed Seguro Directo in Portugal. After some movements of the Ageas Group in the country, this was the moment to reposition the brand in the country.

Strategic Approach: This rebranding process was not only managed by the Strategic Department, but also the creative concept and new brand signature were originated by my insights on the brand and market itself.

First we looked to the Insurance Category: In the Portuguese market (and well, everywhere) there is literally no differentiation among insurers. Brands compete through price and their positioning is often quite weak. Nevertheless, new players coming into the market (insurtech brands such as Lemonade, Cuvva or Metromile) bring a strong digital approach to Insurance and are disrupting the entire category. They do this by “uncomplicating” insurance.

Then, we digged into the Consumer: Nobody trust Insurance companies. They are complicated, they don’t focus their offer on the specific aspects of each client, and worst of all, people don’t even trust they will help them if something bad happens. As of today, consumers expect of any company, what they see on the new players such as Amazon, Uber, or Airbnb. They expect… Simplicity. They want their products and services (insurance included) with zero effort.

Lastly we’ve analysed the Brand: A brand turning the market around. The main strategic goal of Seguro Directo was to increase conversion rates on its digital platforms. The brand was already one of the cheapest brands in the market but differentiation and uniqueness was required. And actually the brand was recognised for something quite unique on their market…Simplicity (both on the ease of purchase, and also on its processes). So why not take this and make it the focus of its communication? The Simplicity leaders in the market. Really, a simple insurer.

Seguro Directo, Easier than you think.

Creative Concept: Seguro Directo, Easier than you think.