A CASE STUDY FROM HOME
This was how we received Qualicorp’s briefing. We weren’t wearing shoes anymore, and we didn’t always match our shirts with our pants (or shorts), that’s true. But there was one thing everyone (literally the entire world) agreed on: those who could stay home, needed to stay home.
You already know how the beginning of the COVID-19 pandemic went, but what we’re going to share here is how we helped a brand – a national leader in health insurance administration – position itself in the face of such extreme uncertainty.
Sure, we couldn’t look someone in the eye and honestly say it would all pass. We also couldn’t hold their hand and say this was just a difficult moment. But we had to find a way to inspire hope for better days.
That was the starting point for creating the film “Vai Passar” (It Will Pass), aired on TV, social media, and Qualicorp’s website.
Just during primetime on Globo News, the film reached over 20 million people. But we weren’t home only for 2 months or 2 weeks. We needed to restock hand sanitizer and continue that work that had already begun with incredible results.
THE EMBRACE IN RETURN
new followers in 2 months
of campaign mentions were positive
impressions in 2 months
video views
engagement actions
people reached
WHILE IT DIDN’T PASS...
WE HAD TO PUT ON OUR MASKS AND ROLL UP OUR SLEEVES.
Qualicorp did a lot, both for its employees and society as a whole. These weren’t empty words, but concrete actions that needed to be communicated to inspire other companies and educate people on pandemic behavior.
Purchasing hospital beds, distributing masks, offering psychological support, transitioning to 100% remote work, and other initiatives were communicated through a digital-first strategy.
During this time, livestreams became a form of entertainment, but our challenge was making them strategic for Qualicorp. They became a source of support and comfort, featuring icons like Ingrid Guimarães, Preta Gil, Diogo Nogueira, and Amyr Klink.
