When they think about insurance companies, most consumers in Spain think of lawyers denying claims. That's why most go for the cheapest option. Mapfre, the most trusted insurance company in Spain—but by no means the cheapest, with thousands of specialists on call 24/7—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 content that was unfiltered, unedited, live. We upended a category dominated by gimmicky ads and price messaging with a raw, immersive experience that appeared on DOOH, social media feeds, and even a documentary.

Showing the true essence of a service as it is, without adornments or exaggerations, constitutes a truly disruptive advertising strategy in a market saturated 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.

-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 in all formats: TV, digital outdoor, social media feeds, banners... Over 300 hours of live content, with which we launched a documentary.

Moreover, we went a step further. For the first time, an insurer dared to conduct a live stream with influencers and content creators from the locations of accidents. That's how Spain's most trusted insurance showcased its competitive advantage to the entire country. Only MAPFRE would dare to do something like this.

Using Behavioral Economics, we discovered that each of us prefers immediate gratification over long-term benefits. That's why it's hard for us to pay today for a potential benefit to be received in the future (insurance) and that we may never see (and frankly, don't want to see). Thus, the strategy was designed around the idea of providing immediate gratification at the time of purchasing insurance, something never done before. In other words, if the moment we

purchase insurance coincided with the moment we truly need it, we wouldn't hesitate to contract the services of the best insurer in the market. And that's where MAPFRE is the strongest brand and where it manages to differentiate itself, as it has the best customer service, the widest reach, the most comprehensive offer, and is perceived as the most trustworthy insurer.1

Thus, the strategic platform "The Moment of Truth" was born.

1 INESE

How to record incidents that arise at any time of day or night, seven days a week, and across the entire geography of Spain? By using body cams and GoPros on MAPFRE's workers. Plumbers, tow truck drivers, electricians - for the first time, they became camera operators. Additionally, recording teams comprised of reporters and TV reality producers followed each rescue. We chose locations that were difficult to access due to weather conditions or location. It was a production coordinated with MAPFRE's specialized teams in various disciplines, including truck assistance units, motorcycle units, urban areas, high mountains, floods, fires... A challenge to which must be added the difficulty of complying with the data protection law. Over 300 hours of live content. 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

The current market situation forced us to do something that no other company would dare to do. It compelled us to develop an idea that would help us reveal the truth: documenting MAPFRE's day-to-day operations live, using body cams and GoPros anchored in their vehicles to capture all their activity. We managed to create real, raw, and unscripted content, thus breaking away from the established norms of the sector.