Innovation to Consolidate Leadership Qorus-NTT DATA Innovation in Insurance Awards 2026

The strategy for this year involved creating two complementary campaigns: one corporate campaign and another customer acquisition campaign.; Both sought to strengthen the leadership of Adeslas in the health sector and increase the number of insured parties per policy. The corporate campaign focused on elevating the perception of value, aspirationality and leadership, while the customer acquisition campaign introduced a tiered promotion aimed at attracting new customers and increasing insured parties on family policies. The main competitive challenge was to surpass the perception of other insurers considered to be leaders in health. Adeslas had good indicators, but it needed to reinforce its position compared to its biggest competitor, by increasing the gap in brand awareness and top of mind. The 2 campaigns - corporate and customer acquisition - were constructed based on the consistency of communication carried out in previous years, consolidating the territory of closeness and trust through creative campaigns that were strongly original and identifiable. This emotional and rational approach was used as the basis to evolve towards a message of clear, close and credible leadership. Various departments from the Marketing Area were involved: Brand and Publicity, Marketing Health Campaign and Data Mining and Studies.