Live Insurance by MAPFRE

MAPFRE · 2024

Brand: MAPFRE Agency: McCANN Spain Insurance2024

4 awards: Cannes · Gerety Awards · London International Awards · El Ojo de Iberoamérica

AI Overview

MAPFRE broadcast over 300 hours of unedited live rescue footage across TV, digital, and social to flip insurance from a price-driven commodity into proof of service excellence. By making the moment of purchase coincide with the moment of need, the campaign reframed why you'd choose an insurer: not lower cost, but demonstrated competence when it matters.

Strategic insight

Insurance buyers struggle to pay today for a tomorrow-benefit they may never need. MAPFRE collapsed that temporal gap: live rescue footage at the moment of purchase creates immediate, visible proof that this insurer delivers when it counts, overriding price logic.

The Format

Over 300 hours of unedited, bodycam-and-GoPro-captured live rescue content distributed across TV, digital outdoor, social feeds, and banners. The rawness and continuity—not edited spots but streaming reality—is itself the claim: only an insurer confident in its service would broadcast this unfiltered.

Business Result

+131% policy volume vs. the 2022 generic campaign despite a 49% lower cost per acquisition. Brand searches grew 29% vs. prior year and continue gaining year-on-year (+10%) while competitor average search grew only 1.69%.

AI Overview

Strategic insight

The Format

Business Result

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