Health insurance comes down from the mountains, hits the coast, and lands on Paulista Avenue.
Qualicorp began with a health insurance plan sales campaign targeting the mountain region of Rio de Janeiro. The results were so strong that soon the same concept expanded to Rio’s capital city, and later to Latin America’s largest metropolis: São Paulo. While the goal remained the same, the strategy certainly wasn’t!
A TOUCH OF MOUNTAINS,
A TOUCH OF METROPOLIS
Here’s how Qualicorp’s visual identity and messaging hit the road (and shuttle flights) to better connect with each city’s residents.
Empena
Rectangle
We highlighted Qualicorp's specific benefits tailored to each city's audience. Doing otherwise would be like selling hoodies to Rio locals.
Not impossible, but much harder. Get it?
FROM RIO TO SP AIRWAVES
The media strategy followed the same localized approach, with ads running on regional TV channels.
WHATSAPP WAVES
We made Qualicorp’s communication more relatable by adapting radio spots into WhatsApp audio messages – complete with local slang and accents. After all, “mano” isn’t quite “bro,” right? You feel me?
Click below to hear the spot (no fast-forwarding, okay?)
0:00
/
0:00
Rio de Janeiro