That is what the insurance company Mapfre did alongside influencers broadcasting rescues in real time.

Rescuing a man trapped in his car in the middle of snowstorm is one thing, showing it to a whole country in real time is quite another.

A live content that captured the day-to-day operations of Mapfre 24/7 on digital billboards and other DOOH, but also social media feeds, and even a documentary across Spain and was recorded with bodycams and GoPros attached to the company’s workers and vehicles.

Raw. Unfiltered. Unedited. That's how we managed to disrupt the insurance category in Spain, known for its gimmicky ads and price messaging. 300+ hours of footage recorded by bodycams and GoPros attached on Mapfre’s workers and reality TV crews, with even influencers livestreaming rescues that established Mapfre’s superior logistical muscle and reach.

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).

Outcomes: 1. Most effective brand in the Mention/Cost per mention ratio (+450% vs Línea Directa and +400% vs Mutua Madrileña) 2. +55% in number of mentions vs. 2022 Generic campaign. 3. +5pp perception of MAPFRE's quality, doubling the results of its competitors. 4. +2.6pp in consideration vs. the beginning of the year, leading consideration vs. competitors. 5. +131% in policy volume vs Generic 2022 campaign with a lower CPA (-49%). 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.

Sources: - IOPE Total Menciones individuos +25-65 AM, MM, MB. Primer trimestre 2023 (1st and 2nd) - YouGov, 2023 (3rd and 4th) - MAPFRE (5th) - Brand Finance (6th)