Can an insurance company document and broadcast live its operations across an entire country? We installed hundreds of bodycams and GoPros on Mapfres’s workers and vehicles. Plumbers, tow truck drivers, and first responders became camera operators and content creators alongside production teams comprised of reporters and reality TV producers. Fires, floods, accidents, overturned cars... Over 300 hours of raw content. Unfiltered. Unedited. Live. A colossal production challenge whose goal was to prove that Mapfre does show up when you need it— and that not all insurance companies are the same.

A production without precedents, coordinated with MAPFRE's specialized teams in various disciplines, truck assistance units, motorcycles, urban areas, high mountains, floods, fires... Over 300 hours of live content, aiming to showcase the true essence of a service as it is, without adornments or exaggerations, which 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. Telling 100% real stories.

MAPFRE LIVE INSURANCE breaks with the modus operandi of the category, a production that portrays 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).