There is a place where concern for the future lives and it is the minds of those who stop to think: what if tomorrow happens? Am I prepared? Am I protecting mine well? From that emotional territory it starts “If you worry”the new Mapfre life campaign devised by the McCann agency, which seeks to position the company as a reference in financial planning and forecast.
The announcement thus puts the focus on a universal concern, but with a strategic turn: turn the fear and show it as a sign of care, not anxiety. Because worrying about the future – you are a burden – it can be a way of acting with responsibility in the present. And that is what Mapfre wants to communicate with this campaign.
A category that speaks of figures
With a message that moves away from the usual technical approach of the insurance sector, the campaign shows different scenes in which several people – parents, mothers, young adults – are so absorbed in their thoughts about the future that they are lost significant moments of the present: The first step of a son, his birth or a birthday.
These situations, loaded with emotion and daily irony, serve to underline that good planning does not have to distract us from the present, but quite the opposite: it can free us to enjoy it. That is where it enters Mapfre with its solutions of financial and foresight products.
The tone moves away from drama and bets on emotional communication, close and with humorous winks, especially on radio, where the campaign has been running with wedges and mentions designed to connect with the audience from everyday life.
“If you worry” It premiered in Prime Time television, but its media plan also covers presence in CTV, digital platforms, social networks and cinema (from May 30), with special attention to the channels where the younger generations are.
The approach is not only commercial, but also Brand construction. In a market where financial products are usually sold from reason, Mapfre is committed to entering from emotion, holding on a solid attribute: trust.
