When you think about content creators you don´t think in plumbers, tow truck drivers, electricians and first responders. That is what the insurance company MAPFRE did alongside influencers broadcasting rescues in real time. A live content that captured the day-to-day operations of MAPFRE 24/7 across Spain and was recorded with bodycams and GoPros attached to the company’s workers and vehicles. Raw. Unfiltered. Unedited. The campaign managed to upend a category dominated by gimmicky ads and price messages to highlight MAPFRE's competitive advantage from the point of view of its own workers.

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).

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.

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.

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. Even influencers live streaming rescues. 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