Case Study

How insurance company MAPFRE reached new audiences with Operación Triunfo on Prime Video and Twitch

A lady

Products used:

Goals

  • Reach a young adult audience (25+)
  • Rejuvenate the brand and become top of mind for future buyers

Approach

  • Launched streaming TV ads
  • Integrated their brand into the show and post-show Twitch series

Results

  • Reached 2.6 million+
  • Livestreams garnered a 90% completion rate.

Operación Triunfo: “El expulsado de la semana” (The weekly eliminated contestant).

Earlier this year, MAPFRE wanted to connect with a young adult audience (25+). Their goal was to rejuvenate the brand and be the top of mind for future buyers. The Spanish insurance company knew this audience was hard to reach on traditional channels like linear TV, so the brand decided to adapt how they communicate with this cohort.

“We were looking for a ‘wow’ effect” said Ruben Gallardo, digital business director of MAPFRE. “We wanted the audience to wonder, ‘Is this really MAPFRE?’” The brand was also interested in ensuring the quality of the content was high and that there were strong insights backing the project. That’s why the brand chose to collaborate with Amazon Ads for the campaign.

To reach this untapped, young adult audience, MAPFRE decided to show up alongside one of the most popular TV shows in Spain: Operación Triunfo, a reality show competition that brings aspiring singers in front of audiences to perform for a chance to win €100K. The show has been a viral phenomenon in Spain, and MAPFRE wanted to be a part of the conversation. Therefore, they worked with Amazon Ads to create an experience that allowed them to reached an engaged audience without disrupting viewers’ streaming experience.

MAPFRE became one of the main sponsors of Operación Triunfo. The brand was also able to integrate into the show seamlessly by offering their services to contestants, giving each of the eliminated contestants a comprehensive health insurance policy. The brand also interviewed participants in a series on the Prime Video’s Twich channel called Operación Triunfo: El expulsado de la semana (“The eliminated contestant of the week”).

In these 12 exclusive episodes hosted by Xuso Jones, a Spanish content creator, viewers learned more about the eliminated contestants, analyzed their time on the show, and discovered how participants faced the “MAPFRE challenge,” in which a poll in the chat would ask which contestant would next depart the show, who might win the competition, or what song was featured. This branded segment not only promoted MAPRE, but also offered original content for fans to watch.

Analyzing the campaign results

MAPFRE’s campaign with Amazon Ads extended beyond integration into the show. The campaign included activations across different channels and touchpoints.

In fact, beside the livestream programming on Twitch, MAPFRE had presence on Operación Triunfo’s social media channels, including MAPFRE’s logo featured on the Operación Triunfo Brand Store on Amazon.es and the presence of the brand logo on the official app of the live show.

The campaign reached more than 2.6 million watched minutes with the MAPFRE brand, with more than 460K total users. The livestreams on Twitch were highly relevant for the audience, who not only followed the livestreaming each week but also showed their interest engaging in the chat, with a video completion rate of 90%.1

“It’s hard to mention one result because the campaign really spanned across a number of touchpoints,” said Gallardo. “The engagement KPIs helped us understand impact of how audiences interacted and connected with the livestreams.”

1Amazon internal data, Nov 2023–Feb 2024. Results are reflective of one campaign and are not indicative of future outcome.