Cruz Blanca
Cruz Blanca Challenge
Challenge
The main challenge was to increase brand awareness and solidify brand engagement with young men to promote its new sport insurance plan.
Strategy
Lattitud developed the concept “Cruz Blanca Challenge”, an action that showed this new health insurance company open to support the different challenges of the Chilean population. The objective was to replicate the feelings that Chileans experienced with World Cup football classifications with the “Cruz Blanca Challenge” to bring the same emotions directly at home.
Results
After 4 weeks of campaign:
- More than 60,000 contacts, registers and referrals
- Of those 80.7% males (21 to 35 years old from the target selected)
- More than 28,000 matches were played online
- Average of 3.17 matches by user
