All Care Porto was developed by GUT, based on research and analysis of many stories of clients of the insurer
Porto debuted a campaign with the slogan: All careful Porto. Luiz Arruda, VP of marketing, customers and company data, recalls that, in 2022, the brand underwent repositioning with the launch of the Insurance, Bank, Health and Services verticals. Porto, as a holding company, is the umbrella that encompasses these brands. At the same time that the change took place, the company has always been present in the lives of many Brazilians, for almost eight decades, he says.
For him, this ecosystem that works with various services and products, with full coverage for all stages of people’s lives, from birth to retirement, needed to be communicated. GUT, one of the company’s branches, created the Todo Care Porto platform. The executive also says that every year, through surveys, customers’ satisfaction and confidence in Porto’s services are analysed. It is consumers’ perception that guides their actions. Our main product solutions, campaigns and actions start from what they indicate to us.
He says that for the launch of Todo Care Porto, around 200 customers, brokers, providers and other partners had their stories collected and compiled in the company’s database. And with that, we reached a finalist team of 30 cases. Soon, we will have a hub with these narratives that will be available online.
For him, listening to so many people, so many individual cases, made them realize that Porto, when it enters customers’ lives, hardly ever leaves. We noticed that we take good care of the dreams and needs of this public, he evaluates.
Arruda believes they are on the right track, as they had good exposure in awards this year, such as in the rankings by Interbrand (16th most valuable brand in Brazil) and Brand Finance (second strongest brand in Brazil). Porto was very well-positioned in both studies.
The executive also reveals that the pillar of stories, which will go live soon, is what the company has that is most significant, not just in terms of content and data, but in terms of value as a company. We want to tell this. The idea was to show who Porto really is and, from a business point of view, we would increase our brand value. We had some very curious cases, such as the day when a rescuer went to a lady’s house and, at her request, picked jabuticabas in the backyard, after which the jabuticabas were distributed to the neighborhood and this became a tradition in the client’s life. At another time, a provider was called by an older client who, in fact, wanted to talk and serve cake and coffee. They are very lively moments.
Read the full story in the July 10, 2023 issue of propmark
