Insurance is possibly the most competitive industry in advertising. With national carriers having a strong brand presence, using humor and borrowed interest, MAPFRE Insurance needed to distinguish itself as the leading insurer in Massachusetts without resorting to the usual bells and whistles.
Going away from humor and focusing on the emotional and logistical needs of our consumers presented an opportunity by focusing on the benevolence and customer focused efforts MAPFRE built its reputation on.
The “Made for Real Life” campaign encouraged customers and prospects alike to focus on the road ahead and trust that they’re taken care of. We told authentic, emotional stories with visual treatments that were focused on Massachusetts, even shooting our videos locally to better reflect the communities MAPFRE serves. To counter the impact of some of the larger, national insurance players in the market, we implemented a strategic mix of local placements, solidifying MAPFRE’s place as the leader here in the Commonwealth.
The Massachusetts community has welcomed this campaign to the marketplace with open arms and the road ahead for MAPFRE looks brighter than ever.