Rescuing a man trapped in his car in the middle of snowstorm is one thing, showing it to a whole country in real time is quite another. That's how we managed to disrupt the insurance category in Spain, known for its gimmicky ads and price messaging. 300+ hours of footage recorded with bodycams and GoPros attached on Mapfre’s workers and vehicles. Unfiltered. Unedited. Live. We upended a category dominated by gimmicky ads with a raw, with a raw content broadcasted on digital video and social media feeds to demonstrate that Mapfre always shows up.

Showing the true essence of a service as it is, without adornments or exaggerations, constitutes a truly disruptive advertising strategy in a saturated market with exaggerated promises and excessive idealization. In contrast to the approach of the competition, which relies on deception and overly polished marketing tactics, this campaign moves away and changes course. It tells 100% real stories.

MAPFRE presents its services without filters or artifice, thus establishing a genuine and honest bond with the audience, based on trust and credibility, two pillars that sustain and represent the brand. All of this is further emphasized by understanding the communicational context marked by the proliferation of fake news and the lack of truthfulness in which we find ourselves today.

MAPFRE LIVE INSURANCE breaks with the modus operandi of the category, showing real incidents, extreme situations that require a quick and quality response, which have a real impact on people's lives, thus creating an emotional bond that transcends mere commercial transaction.

Honesty, transparency, and truth in a landscape saturated with exaggerations and false promises. A campaign that promotes more authentic, relevant, and meaningful communication.

A man trapped in his car in a snowstorm, a pregnant woman on her way to the hospital, a helicopter transfer... through different customer rescue situations, MAPFRE shows us its 24/7 responsiveness and the humanity of all its workers. This is possible thanks to a unique production, in which bodycams and GoPros were installed on MAPFRE's workers to show these 100% real assists and prove that MAPFRE is there when you need it, because it's the most trusted insurer in Spain for a reason.

-Starting point: a highly complicated competitive landscape, with a category that is very unattractive to the public, saturated with very similar messages and strongly linked to price.

-Challenge: Creating brand preference, differentiating ourselves from the competition, mainly focused on winning in a price war, putting forward what has been MAPFRE's boldest business bet in recent years, being the insurer that bets on the quality and excellence of its service.

-Objectives:

1.Achieve the best investment/mentions ratio.

2.Win in notoriety compared to previous campaigns.

3.Increase perceived quality to achieve differentiation from competitors.

4.Increase consideration and effectiveness in the ratio between notoriety and purchase intent.

5.Increase the number of quotes, CPT, Policies, and CPA.

6.Increase Google Searches (indicator of purchase intent).

1. Most effective brand in the Mention/Cost per mention ratio (+450% vs Línea Directa and +400% vs Mutua Madrileña)1.

2. +55% in number of mentions vs. 2022 Generic campaign. 2

3. +5pp perception of MAPFRE's quality, doubling the results of its competitors. 3

4. +2.6pp in consideration vs. the beginning of the year, leading consideration vs. competitors. 4

5. +131% in policy volume vs Generic 2022 campaign with a lower CPA (-49%).5

6. +29% brand searches vs Generic 2022. In addition, it continues to grow year-on-year in searches (+10%) vs. the average of its main competitors (+1.69%).

These results have contributed to MAPFRE's 9% growth in the last year, to over 3,500 million euros, and it was recently recognised as the tenth Spanish company with the highest brand value.6

Sources:

1,2 IOPE Total Menciones individuos +25-65 AM, MM, MB. Primer trimestre 2023

3,4 YouGov, 2023

5 MAPFRE

6 Brand Finance