Mapfre Insurance

Made for Real Life.

Explore Fuseideas

To break through in a crowded marketplace, MAPFRE needed a brand they could count on

The Challenge

Insurance is possibly the most competitive industry in advertising. With big money and countless mascots already flooding the marketplace, MAPFRE needed to distinguish itself as a leader in Massachusetts without resorting to the usual bells, whistles, or emus.

The Insight

Going away from humor and focusing on the emotional and logistical needs of our consumers presented an opportunity. We would deposition the competition by prioritizing our customers’ everyday lives over humor, and authenticity over absurdity.

Mapfre online advertising

The Solution

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 that felt true to Massachusetts, even shooting our videos locally to better reflect the communities MAPFRE serves. To counter the massive media spend other insurance companies dole out, we implemented a strategic mix of local placements, solidifying MAPFRE’s place as a lead here in the Commonwealth.

Mapfre social advertising

The Results

The Massachusetts community has welcomed this campaign to the marketplace with open arms. With an integrated mix of tactics, the Made for Real Life launch generated 3.6 Million impressions in the first month of the campaign alone. This led to a 40% increase in landing page traffic, with first timers accounting for more than 95% of visitors. We also saw a significant 20% bump in homepage traffic year over year. And the road ahead for MAPFRE looks brighter than ever.