Car Insurance Case Study

One of the major players in the car insurance market, with an advertising budget with annual fluctuations of ± 15%, needed to know the optimal investment strategy and define the right campaign calendar to maximize sales, balance ROI and improve their brand equity.

The proposed strategy offers a potential increase in total baseline turnover of + 9%, with a ROI on advertising investment of 66.73%. This strategy is the one that best sustains brand equity and increases the level of brand awareness. In addition, turnover is achieved without the need to increase the base of Active customers (less loyal) but by increasing the Passive customer base (more loyal).