Amplifying a strategic rebranding through OOH activation

Challenges

Mapfre, a leading Spanish insurance and financial services group recognised for its broad range of protection, savings, and investment products, wished to showcase its new brand identity.

The brand launched an Out‑of‑Home campaign linked to its rebranding initiative, aimed at amplifying brand awareness among a broad audience of individuals aged 18-60.

JCDecaux Spain supported Mapfre in evaluating the effectiveness of OOH exposure across key brand metrics to gauge the overall impact of this strategy.

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Strategy

Mapfre ran a week-long OOH campaign in strategic Madrid districts, featuring a full takeover along the Castellana axis and Plaza de Colón. The activation combined a single digital creative with premium wrapped bus shelters, translucent panels, illuminated corporate-colored roofs, and a special wrapping at Nuevos Ministerios.

To assess impact, JCDecaux Spain partnered with Episto to deploy a post‑campaign online survey, gathering a total of 409 responses: 105 non‑exposed and 304 exposed. Respondents were classified as exposed or non‑exposed based on the proximity of their mobile device IDs to the activated panels. ​

The survey focused on brand awareness, consideration, ad recall, ad branding, and overall ad perception.

Results

The campaign successfully delivered on its main objective, with 88% of respondents recognising the brand and a remarkable +17 pts uplift in brand awareness among those exposed to the OOH campaign.

Driven by strong creative execution and an exceptional deployment of premium wrapped bus shelters, the campaign generated high engagement and ad recall rates. This led to a strong ad branding score, with 75% of respondents associating the campaign with Mapfre.

Beyond driving visibility, the campaign generated strong commercial intent, with 51% of respondents stating they would choose Mapfre over competitors, representing a +15 pts uplift in brand consideration among those exposed to the activation.

These results confirm the success of Mapfre’s rebranding initiative and its new brand identity, demonstrating that the OOH strategy was highly effective in boosting both brand recognition and consumer consideration.