Live Insurance

When it comes to insurance companies, most consumers think of lawyers pushing papers and denying claims. That’s why they tend to go for the cheapest option. Mapfre, the most trusted insurance company in Spain—but by no means the cheapest—decided to show its competitive advantage in all its rawness. The company boasts thousands of specialists, technicians and first responders on call 24/7 nationwide, so we put all of them front and center. We placed bodycams and GoPros on Mapfre workers and vehicles, and reality TV crews followed them everywhere. We captured more than 300 hours of live content, and scenes of first responders rescuing consumers in traffic accidents, floods, fires and more were broadcast across the country in real time on billboards, social media and even on banner ads. IInstead of the familiar gimmicky ads and price messages that flood the category, it was a non-stop demonstration of why it’s worth it to have Mapfre by your side.

Truth Well Told: Mapfre went back to basics and demonstrated its product in full glory, in real time, creating a new immersive genre for the category. The campaign led to 131% jump in sales, a 400% lift in efficiency at -80% the investment of competition.