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TAKEOFF

AWARDS

September 2023

Better Engagement with the Community –
Dosis Awards 2024

MAPFRE

MAPFRE For you x Xuso Jones

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CATEGORY

  • Creativity

  • Content

  • Paid Media

takeoff

  • 20 September 2023

Challenge

Being relevant among the younger audience/segment

One of the main reasons young people don't connect with the brand is that they don't see it as meant for them—neither the products, services, nor pricing. With the "FOR YOU" campaign and alongside Xuso Jones, MAPFRE has been changing this perception for over two years, proving that it is where young people are.

The Project

MAPFRE is for you

We launched various communication campaigns on social media with a clear concept and content strategy that highlight everything the brand has to offer young people.To convey this, we used content formats native to their generation: first, in 8-second snippets—the maximum attention span young people give to any content—and then in 1.5x accelerated formats.But we went even further. With the concept "We Support Your Change," we adapted not only to their content consumption habits but also to their lifestyle, offering content that evolves as quickly as this generation does.

The Results

+162 MM

impresiones

Almost 37M

impressions

More than 7M

interactions with the content

9M

video views

2.9M

media value

46.4%

ER

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