“Let’s go where you’re going”.
It is the declaration of intent that Mapfre makes in its new advertising campaign in light of the company’s new stage, which has begun with the renewal of its visual identity to reflect the transformation experienced in recent years, and which, ultimately, seeks a redefinition of the role it plays in people’s lives.
The message shifts from focusing on protecting what people have to promoting what they can do
Devised by the McCann agency, with which the insurer has been working on its creative career for almost three decades, it represents the global repositioning of Mapfre. With the campaign, the company aims to change its way of being present in society: from protecting what people have to promoting what they can do and what is yet to come.
The brand addresses the current context of enormous uncertainty, in which the feeling of insecurity is depriving many people of doing, moving forward and living. Mapfre positions itself as the insurer that provides the necessary confidence for things to happen, thus assuming a proactive and empowering role. His speech leaves behind the idea “I am there when you need me”, which he has worked on in recent years with the platform “The moment of truth”; to “I am here to make you dare.”
It is expressed with a piece that has featured the production company Rebolución and that contrasts sequences in which insecurity is the protagonist with others in which confidence and solvency are transmitted, thereby reinforcing the company’s commitment to people and society. In addition, the renewed brand image is also alluded to through a carousel that shows the change in identity.
“You have to be very safe to do something that makes you feel insecure” is the thinking that articulates the campaign and that represents a challenge to the traditional communication approaches of the insurance category. As McCann expresses in a statement, the message responds to a need in the sector: when the world asks for security, security has to reinvent itself.
“We live in a moment in which we all seek security, but no longer understood as a brake, but as an impulse. That is the idea that obsessed us from day one: turning security into a force that allows us to move forward.“Commented Eoin Sherry, Chief Creative Officer of McCann, in a statement. “This campaign marks a change of cycle for the brand, and we are proud to have created a piece that not only updates the brand and excites, but also redefines Mapfre’s role in people’s lives.”.
The new campaign will be deployed in more than 20 markets in which the company carries out its activity, which represents the brand’s most relevant global strategy to date. In Spain it will be executed according to a media plan developed by UM, which includes television, outdoor advertising, digital pieces, cinema, radio, printed media, branded content and special actions.
“Vamos donde vas” marks a new chapter in the relationship between McCann and Mapfre, which began in the late 90s and represents one of the longest-running agency-client collaborations in the Spanish industry. “For McCann, accompanying MAPFRE in the launch of its first global repositioning campaign is an enormous source of pride, especially after 28 years of an uninterrupted relationship based on trust and collaboration.“said Lucía Angulo, CEO of McCann Worldgroup and McCann Spain.
