Most consumers associate insurance companies with lawyers pushing papers. That's why they tend to go for the cheapest option. MAPFRE, the most trusted insurance company in Spain decided to show what it’s like to be their customer. We installed bodycams and GoPros on all MAPFRE's workers and vehicles to generate unfiltered, unedited content that appeared on digital billboards and other screens across Spain and took the shape of a documentary that streamed on one of the country’s leading video-on-demand platforms, A3 Media. We upended a category dominated by gimmicky ads and price messages with a raw, pervasive, and immersive experience.

In a communicative context where new content created by countless brands appears every day, it's increasingly difficult to make these impacts resonate with audiences and become relevant content for them. For this reason, when a brand decides to show itself as it truly is, without any tricks or gimmicks, it manages to position itself close to these audiences and engage in the conversation.

Thus, MAPFRE LIVE INSURANCE turned around a category anchored in price, the insurance category. Showing its competitive advantage with bodycams and GoPros installed in MAPFRE's workers and vehicles. Their service broadcasted live on numerous platforms: OOH, digital banners, special TV formats, even a documentary. All unfiltered and unedited, raw and real. Something unprecedented in the category and something no insurer would dare to do. Something that allowed MAPFRE to demonstrate that they are always there when you need them.

-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).

Rescuing a man trapped in his car during a snowstorm is one thing; doing it live and showing it to an entire country is quite another. That's how MAPFRE's Live Insurance campaign has managed to change a category known for its gimmicky ads and price-focused messages. Real, raw, unedited content, recorded with bodycams and GoPros anchored in their vehicles, was broadcasted on social media feeds, digital OOH, direct TV, and traditional banners. Additionally, with the special collaboration of influencers and content creators doing live streams from the locations of the assists.

That's how Spain's most trusted insurer showcased its competitive advantage to the whole country. Demonstrating that MAPFRE does show up when you need them. Would your insurance dare to do this?

We established an audience segmentation based on two axes that allowed us to locate different groups of people: Digital vs. Physical and Solidity vs. Price, in order to identify key audiences. The result was 9.6 million individuals, 59% male, 41% female, aged between 25 and 65 years old, with a high consumption of audiovisual media.

During the consumer journey, we realized that one of the key touchpoints for the awareness phase was DOOH (Digital Out-of-Home), as it allows us to emphasize the need to purchase insurance, a key point of our strategy. Additionally, this allowed us to work on brand awareness in locations near MAPFRE's physical points, where we could focus on driving sales.

How to record rescues at any time of day and night, seven days a week, across the entire Spanish geography? By using hundreds of bodycams and GoPros on MAPFRE's workers. Plumbers, crane operators, electricians, for the first time, became camera operators. They were also accompanied by recording teams made up of reporters and TV reality producers, following every rescue. A production coordinated with MAPFRE's specialized teams in various disciplines, including truck assistance units, motorcycles, urban areas, high mountains, floods, fires... Over 300 hours of live content broadcasted on digital outdoor screens, social media, and other formats. Additionally, we launched a documentary showing the effort of all those heroes dedicated 24/7 to help us in the most difficult situations. Content without filters, without fiction, all real, showing MAPFRE’s humanity. All to demonstrate that not all insurance companies are the same.

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

Rescuing a man trapped in his car during a snowstorm is one thing, doing it live and showing it to an entire country is quite another. That's how MAPFRE's Live Insurance has managed to change a category. Real, raw, unedited content, recorded with bodycams and GoPros anchored in their vehicles, was broadcasted in all formats: TV, outdoor, social media, banners... But it went even further, conducting a live stream with influencers and content creators from the locations of accidents, without a script. What insurance would dare to do something like this?