Seguros del Estado / ColombiaPromo · Social · Events & Sponsorship
Fictional Insurance.
An insurer teamed up with broadcaster RCN so viewers could take out real policies on characters in a popular telenovela.
- Brand
- Seguros del Estado
- Agency
- TBWA\Colombia
- Market
- Colombia
- Region
- Global
The challenge
Colombians cared far more about soap opera characters than about insuring their own lives.
The idea
Built into the series Darío Gómez: El Rey del Despecho, the promotion let viewers pick a character and cover them against accident, illness or death using real products. If the storyline triggered the insured event, the policyholder went into a draw for a payout, and every interaction captured first-party data.
Results
- Qualified leads rose 434%
- US$121M in insurance sales attributed
- 358,000 active participants
Case study source: Activation Ideas Source ↗
