Reale's positioning is 'Real Life Insurance'. So what better way to demonstrate its slogan than to allocate 50% of its advertising budget to actually do something for real, improve or tackle a real life issue?

Instead of making product ads, Reale decided to put this tagline to action. Protect something specific, making the public the one to determine to which cause this budget should be destined. The Muchbetter project provides content and real facts to stand by. A true story capable of delivering a clear message to the public in general, strengthening client's relation with the brand and giving good reasons for new clients to join.

Reale's "Much Better Project" received over 200 proposals from all over the world.

Participation rose 38% compared to last year.

Once the project was communicated there was major social media buzz:

151% increment in Facebook shares and likes.

156,681 users were impacted on internet.

92,500 euros in earned media.

Articles in prominent Spanish media such as: Cinco Días, ABC, El Comercio, El Correo, Diario de Navarra, La Vanguardia, El Economista, Ecodiario, Compromiso RSC, La Voz Digital, among others.

And most importantly, AENILCE’s kids can now "pilot" their Joy Shuttle to and from their daily activities.