How to document incidents that occur at any time of day or night, seven days a week, and across the entire geography of Spain? We used hundreds of bodycams and GoPros attached on Mapfre's workers and vehicles. Plumbers, tow truck drivers, electricians — all became camera operators alongside production teams comprised of reporters and TV reality producers that rushed to remote locations in adverse weather conditions. It was a production coordinated with Mapfre’s specialized teams from various disciplines, including truck assistance units, motorcycle units, helicopter units in urban areas and mountains during floods, fires... 300+ hours of live content demonstrating

A groundbreaking production, coordinated with MAPFRE's specialized teams across various disciplines, including truck assistance units, motorcycles, urban areas, high mountains, floods, fires... Over 300 hours of live content aimed at showcasing the true essence of a service as it is, without adornments or exaggerations. This 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 resorts to deception and overly polished marketing tactics, this campaign moves away and changes course. It tells 100% real stories.

MAPFRE LIVE INSURANCE breaks with the category's modus operandi, a production that portrays real incidents, extreme situations requiring a quick and quality response, impacting people's lives for real, thus creating an emotional bond that transcends mere commercial transactions.

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).

Few things are as ambitious and challenging as wanting to record incidents (car, home, health...) that arise at any time of day or night, seven days a week, across the entire Spanish geography. Moreover, using MAPFRE's plumbers, crane operators, and electricians as camera operators, placing bodycams and GoPros on them that recorded all their assists. Also, recording teams made up of reporters and TV reality producers followed every rescue. We chose locations that were difficult to access due to weather or location. A production coordinated with MAPFRE's specialized teams across various disciplines, including truck assistance units, motorcycles, urban areas, high mountains, floods, fires... Over 300 hours of live content.

Furthermore, 100% real content, portraying stories of real customers, which poses a challenge as we have to work hand in hand with the current data protection law.

All of this, to demonstrate that not all insurance companies are the same.