Mapfre has translated its refreshed global brand positioning, “We go where you go”, into a social activation in Madrid. The campaign aims to make the insurer’s strategic repositioning tangible, relatable and embedded into everyday life.
At the centre of the activation is ‘Kilómetro Rojo’, a week-long transformation turning a section of Paseo de la Castellana into an experiential brand journey.
Through illuminated installations, digital screens, street furniture and branded canopies, the activation immersed commuters in Mapfre’s signature red, embedding the brand’s message into daily life in Madrid.
The campaign reflects a shift in Mapfre’s role from a brand that responds to problems to one that actively accompanies people as they move forward, change direction or begin new stages in their lives.
To amplify the activation digitally, Mapfre developed a social-first strategy centred on creator marketing. Brand ambassador Xuso Jones and creator Judith Jaso shared personal perspectives on the experience across social platforms, extending the campaign beyond the physical space and driving online conversation.
The activation forms part of Mapfre’s wider brand transformation, following the launch of a refreshed visual identity earlier this month.
This new brand identity will be rolled out gradually over the next three years across Mapfre’s global operations, spanning offices, digital channels and corporate assets.