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Entrant: McCann, Madrid
Brand: MAPFRE
Title: "Live Insurance"
Corporate Name of Client: MAPFRE
Client Company: MAPFRE, Madrid
Chief Marketing Officer: Andrés Alonso Díaz
Client Company Deputy Marketing Director: Guillermo Martín-Aragón
Client Company Deputy Director of Direct Online Business Development: José Luis Luengo
Client Company Head Of Business Development and Digital Marketing: José Luis Carramolinos
Media Company: UM, Madrid
General Manager(s) - Media Companies: Teo Andrade/María Roca
Agency: McCann, Madrid
Global Chief Creative Officer: Javier Campopiano
Agency Global ECD & CCO Europe – McCann Worldgroup : Adrian Botan
Chief Creative Officer: Emiliano González de Pietri
Executive Creative Director: Vito Reig
Copywriter: Alex Polo
Art Directors: Marcos Buelta/Daniel Arenal
Agency Global Product Excellence Director Worldgroup: Carmen Bistrian
Agency Creative Excellence Manager Europe & UK Mccann Worldgroup: Alice Reindlová
Agency Creative Excellence Director Spain McCann Worldgroup: Álvaro Jiménezup
Agency Creative Excellence Manager Spain McCann Worldgroup: Juanra Álvarez
Agency Creative Excellence Assistant Spain Mccann Worldgro: Celia Gómez-Angulo
Agency Agency Chief Strategy Officer: Agustín Soriano
Agency Strategy Director: Lara Bardal
Agency Business Director: Javier Pascual
Agency Account Manager: Patricia Caramés
Agency Account Team: Ana R. Prudencio/Júlia Lázaro
Production Company: Craft, Madrid
Production Managing Director: Paloma Adrien
Senior Executive Producer: Juan Torres
Producers - Los Producers: Álvaro Fdez. De Araoz
Post-Production Company: Craft, Madrid
Executive Post-Producer: Vanessa Pizarro
Post-Producers: Sara Alavés/Lupe Perales/Sara Del Tío
VFX Company Founder Partner & Ceo: Tay Sánchez
VFX Company Film Director: Harry Ayala
VFX Company Executive Producer: Marta Pérez De Tudela
VFX Company Producer: Celia Prieto
VFX Company Editing: Miguel Sanz
Music Production Company: The Lobby
Voice-Over: Roberto Álamo

Description:
When you think about content creators you don´t think of plumbers, tow truck drivers, electricians and first responders.

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)