Brazilian ICMIF member, Seguros Unimed, the insurance and financial arm of the Unimed System, is taking advantage of the brand’s strength in the health sector to launch a new advertising campaign to inform people in Brazil that it is also a specialist in the protection of people’s lives and assets, with solutions in life and home insurance, and also in oral health care through a range of dental plans.

The Brazilian insurer launched its new advertising campaign on 29 February 2024 which uses both humour and an aesthetic that makes reference to the advertising style of pharmaceutical laboratories. The campaign was launched in partnership with the DPZ agency and the production company O2.

The campaign will include appearances in Pay-TV (pay television), radio, outdoor media and digital media, presenting each type of insurance cover as if it were a medical treatment that acts to end the customer’s “pain”. According to Renata Ucha, Head of Marketing at Seguros Unimed, the idea is to emphasise that the insurance company is also a supplier of other products, and that its long experience, expertise and strength in the health segment are present in the other products that complete the company’s portfolio.

Ucha explained: “We have been a brand recognised as a healthcare specialist for more than 55 years, and we have done a strong communication job over the last year to highlight the diversity of our portfolio. In this new stage, we show, in more detail, through routine situations, the advantages and security that the consumer will have in purchasing insurance contracts for these products. We use the world of health to portray these cases with pieces that refer to pharmaceutical commercials. With each issue presented, insurance comes in as the ‘remedy’ that ends the client’s problems.”

In the home insurance film, the campaign video shows a woman who comes home, carrying many bags of groceries, and finds the kitchen flooded due to a leaky pipe. With this unforeseen accident, she is distressed, puts her hands to her head as if she were in pain, and then the plumber, assistance offered by a partner provider of Seguros Unimed, comes in as the remedy for this setback.

The dynamic is similar in the advertisements for the dental plan, in which the character goes on vacation to surf and ends up breaking his tooth, but manages to overcome the unforeseen situation thanks to the support of a solution from Seguros Unimed.

The advert for life insurance, which shows a worried father when he discovers that he will have triplets, is similar.

All of the campaign advertisements also carry a final line of advice: “when symptoms persist, a broker should be consulted”, highlighting the important role of the broker as the main channel between the Seguros Unimed and the public.

ICMIF has recently launched a new Brand and Marketing Forum for members. The next session takes place on Tuesday 7 May. The format of the sessions will consist of case studies presented by brand and marketing experts from the global ICMIF network. 

Learn more about the ICMIF Brand and Marketing Forum here (including future dates for the forum) or contact Vicky Hughes, Vice-President Membership ICMIF, for more information and/or to register.