How to bring an insurance company closer to a generation that doesn't consider any of its products as a top-of-mind need?

Starting with the digital realm, we identified an opportunity in Real Time when we noticed that the tow trucks in Marbella Vice, a server for GTA V, were branded with Mapfre. Once we made this discovery, we responded by proposing to collaborate with Ibai Llanos, who became a key asset in our campaign.

We took advantage of this opportunity to conduct an unboxing of the tow trucks at Ibai's doorstep, where he and his friends got the chance to operate them with the guidance of an expert, all within a racing circuit. Ibai Llanos live-streamed this action on Twitch to thousands of viewers, thus connecting this discovery and experience with a generation that wouldn't typically find insurance products relevant to them. In this way, we bridged the gap and established a connection between the insurance company and this generation through a unique and engaging experience they could relate to.