The Challenge

inter.mx is a digital insurance broker that has successfully transformed how Mexicans understand, contract, and relate to insurance. With a vision of being transparent, accessible, and emotionally relevant, inter.mx has differentiated itself in a traditionally complex and distant sector.

After its successful sponsorship with Checo Pérez in Formula 1, inter.mx has decided to make a strategic shift: focusing on football, Mexico’s most popular sport, leveraging its strategic relationship with Estadio Banorte and the excitement building toward the 2026 World Cup.

But inter.mx doesn’t want to simply appear on jerseys or billboards. They want to build a genuine, emotional, and disruptive connection with football fans, especially with new generations, while naturally reinforcing their mission to elevate insurance culture in Mexico.

Your team will act as a consulting group hired to design a comprehensive brand activation proposal in the football world for inter.mx, structuring your solution with solid foundations of business analysis, sports marketing strategy, alternative evaluation, and development of a viable action plan.

What You Must Deliver

Your proposal must include:

1. Context Analysis and Emotional Brand Diagnosis

• inter.mx brand diagnosis: evaluation of the brand’s functional and emotional elements. How do functional elements build the brand trust necessary to develop emotional bonds? How does satisfaction from functional elements transform into brand love?
• Emotional history: evaluation of the Checo Pérez sponsorship (what worked emotionally vs. what only generated awareness). Evaluation of the sponsorship’s capacity in building emotional bonds.
• +*Lovebrand benchmarking**: success cases (AIG–Manchester United, Allianz–Bayern, etc.).
• Emotional barriers: identification of negative archetypes associated with insurance (anxiety, procrastination, complexity).
• Target audiences: emotional segmentation of young fans (motivations, aspirations, and Mexican cultural codes).

2. Vision and Transformation Objectives

• Lovebrand vision: future perception of inter.mx as a loved brand in Mexican football.
• Emotional objectives: brand love metrics, intimacy score, advocacy intention.
• Emotional territory: unique space the brand will occupy beyond the idea of “protection”.
• Key KPIs: Brand Love Score, Intimacy Index, Advocacy Intention Rate, Viral Amplification Coefficient.

3. Market Opportunity and Challenges

• Emotional white spaces: unexploited emotional territories at the insurance–football intersection.
• Sector barriers: challenges to generate emotional attachment in insurance.
• Cultural challenges: generational resistance toward insurance brands.
• World Cup 2026 opportunity: capitalize on the event’s emotional momentum.

4. Strategic Options

• Develop 3–4 strategic routes, each with: - Mystery: how to sustain brand curiosity and narrative. - Sensory: multisensory experiences in football environments. - Intimacy: personal connection and community creation. - Strategic allies: teams, players, influencers, platforms. - Comparative evaluation: weighted matrix with criteria such as transformation potential, cultural authenticity, engagement depth, operational/regulatory feasibility, and impact on business metrics.

5. Cost-Benefit Analysis

• Investment in emotional marketing: costs of community building, experiential marketing, content creation.
• Suggested resource allocation: creativity and content (40%), experiential activations and community (35%), measurement and optimization (25%).
• Quantitative benefits: increase in Customer Lifetime Value, organic acquisition, willingness to pay more.
• Qualitative benefits: differentiation, emotional barriers to switching, advocacy generation.
• Risks: reputational, regulatory, and inauthentic connection.
• *+Lovebrand ROI**: return on investment in building emotional connection.

6. Call to Action and Next Steps

• The Lovebrand Imperative: why transformation is critical now.
• Unique positioning proposal: being the only insurer that young people truly love.
• Critical success factors: the 3 most determining ones.
• High-level roadmap: phases and milestones.
• Sustainable competitive advantage: why emotional connection is more defensible than functional benefits.

Required Deliverables

Phase 1: Written Report (Maximum 20 pages)

Your written report must include:

1. Executive Summary (1 page): Synthesis of the proposed lovebrand transformation
2. Emotional Context and Brand Diagnosis (3-4 pages): Current situation and emotional barriers
3. Lovebrand Vision and Emotional Objectives (2-3 pages): Brand aspiration and emotional territory
4. Identification of Lovebrand Opportunities and Challenges (3-4 pages): White spaces and specific barriers
5. Development of Strategic Options (5-6 pages): Transformation alternatives and comparative evaluation
6. Analysis of Investment in Emotional Marketing (3-4 pages): Cost-benefit of developing a lovebrand
7. Call to Action and Next Steps (2-3 pages): Final business case and strategic calendar

Phase 2: Final Presentation (Top 5 Teams)

• 10-slide Pitch Deck focused on the emotional transformation journey
• Live presentation to expert jury

Entry Criteria

• Teams: 2-4 university students from any major and university
• Multidisciplinary teams are recommended
• Originality: External sources must be cited. Plagiarism will result in disqualification
• All participants must be enrolled in a university, evidence will be required for all winners
• No programming or advanced statistics required - this focuses on strategic thinking, marketing analysis, and business intelligence

Prizes & Recognition

Evaluation Criteria with Lovebrand Focus

Addiotional Considerations

These won’t get their own scores, but can break ties

• Feasibility: Could inter.mx realistically implement your strategy?
• ROI Focus: Does your proposal demonstrate clear return on investment?
• Cultural Relevance: Does your strategy resonate with Mexican football culture?

Key Focus Areas

• Brand presence in football and sports events: fan experience, storytelling, content, emotional engagement, call-to-action
• Creative use of Estadio Banorte or other sports assets: proposals that go beyond traditional approaches
• Strategic alliances suggested: specific players, clubs, stadiums, influencers
• Connection with new generations: how the strategy naturally integrates into Gen Z and Millennials’ habits, values, and preferred platforms
• Contribution to insurance culture: ways to reinforce inter.mx’s mission
• Cost, benefit, and risk evaluation: thinking like business consultants about viability, limitations, and potential

Key Dates

Final Notes

There’s no single path to success in this competition. Judges appreciate creativity, ambition, and thoughtful design just as much as business rigor. Focus on what matters most to you, and make something you’re proud to present.

You’re not just building a business strategy — you’re designing the future of how Mexico’s biggest club can evolve and grow. Think like a strategic consultant:

Let your insight and creativity shine — not just your analysis.

If you have questions or want feedback, we’re here to help.

Good luck, and enjoy the challenge! 🧠⚽️📊

*All prizes are subject to each brand’s specific restrictions