Published by Sue Johns-Chapman
Published Date 27.10.2025 
A Continental Challenge
MAPFRE, the undisputed leader in the insurance sector in Spain and the main multinational insurance company in Latin America, faced a very different reality in South America. In key markets such as Argentina, Colombia, and Peru, spontaneous brand awareness did not exceed 40%, in a region where the insurance culture was still developing. Although it was perceived as a trustworthy brand, MAPFRE struggled to connect emotionally with consumers and become part of their everyday conversation.
South America represents 20% of MAPFRE’s international business, making the goal of building brand affinity across the region a strategic priority. The CONMEBOL Libertadores, the continent’s most emblematic football tournament with more than 150 million followers, offered the perfect context to achieve this: a stage where collective passions and the deepest emotions of football are lived like a religion.
The objectives were clear:
- Increase brand awareness.
- Create an emotional connection with fans through authentic cultural codes.
- Drive digital business and generate qualified leads.
The birth of the Manual: the legacy of South American Football
South American football is not only played with the feet, it’s played with the soul. There are rituals, superstitions, and beliefs that everyone respects, forming part of the continent’s cultural DNA. From this observation emerged “The Manual of the Unwritten Rules of South American Football”, an idea developed by Agencia Tango for MAPFRE that turned this invisible universe into an emotional and cultural brand asset.
Over eight months, the campaign accompanied every stage of the tournament and centre don fan participation:
- Active listening: MAPFRE invited fans to share their rituals and superstitions on social media.
- Co-creation: Fans from 32 teams across 9 countries contributed their real stories.
- Content creation: A physical manual (500 copies) and a digital version (+230,000 downloads) documented this football folklore.
- Amplification: The campaign expanded through social media, sports media outlets, and collaborations with local creators such as MisterChip, Punto Fútbol Camilo, and Gastón.
- Symbolic sponsorship: The Manual was presented to the winner of the “Most Secure Player” award, reinforcing the connection between protection and passion.
MAPFRE didn’t talk about insurance policies. It talked about what truly matters to millions of people: belonging.
The Power of digital thinking
The campaign stemmed from a digital insight: fans were already sharing their rituals online. MAPFRE decided to amplify those conversations, transform them into content, and build a shared narrative around them.
- Over 6,500 organic mentions were generated, with an average engagement of 15% and a 10% share of digital conversation among Libertadores sponsors, ranking just behind Coca-Cola and EA Sports.
- The strategy was natively digital, built around interactive dynamics, downloadable content, and a consistent emotional tone across TikTok, Instagram, and sports media.
- Post-campaign studies showed a 38% increase in positive sentiment towards the brand and a direct association with values of closeness and protection.
Beyond emotional impact, the tangible results spoke for themselves:
- +726 million digital impressions.
- +109 million complete video views.
- +417 media insertions, reaching an estimated audience of 99 million.
- +13,000 digital registrations and 3,900 new members in Club MAPFRE.
- Over $132,000 in policies signed in Paraguay directly attributed to the activation.
From brand to cultural symbol
MAPFRE evolved from being perceived as a distant foreign brand to becoming an emotional actor within South America’s greatest football ritual. The Manual was embraced by fans, replicated by media, and celebrated as part of regional sports folklore.
A striking moment in this integration came when Alexander Barboza, recipient of the Most Secure Player Award, sponsored by the insurer, lifted the CONMEBOL Libertadores trophy holding MAPFRE’s Manual of the Unwritten Rules, achieving unprecedented organic brand visibility at the peak moment of the competition.
The transformation went deeper than metrics: the campaign proved that a brand can integrate into popular culture without forcing its product, by offering value through emotion, respect, and genuine listening.
An Inspiration for the Industry
The Unwritten Rules of South American Football marks a turning point in how brands connect with fragmented, emotionally complex audiences. Instead of focusing on rational benefits, MAPFRE and Agencia Tango chose to narrate shared emotions.
The result: a cultural manifesto co-created with more than 500 real fan contributions, transformed into a regional symbol downloaded and celebrated by hundreds of thousands.
This campaign proved that authenticity and co-creation are today’s most powerful marketing tools — that a brand can become part of the collective story if it listens before it speaks. And that advertising can transcend its commercial purpose to become part of popular culture.
“For us, this project proved that an insurance brand can move people emotionally — not through promises, but through participation. At MAPFRE, we dared to play on the most sacred field in South America: the hearts of the fans. And we managed to become naturally part of their passion.”, Ana Gutiérrez Sánchez, Deputy Director of Digital Channels / Global Social Media & Branded Content, MAPFRE
“The challenge was to build an authentic story in a territory saturated with commercial messages. We achieved it by listening, understanding, and joining the culture that already existed.”, Miguel Pico, Head of Digital, Agencia Tango
About Agencia Tango
Agencia Tango is an independent creative agency specialized in strategy, creativity, and culturally relevant content. Its work combines innovation, digital thinking, and human storytelling to connect brands with people.
Sitio web: https://agenciatango.es/ / https://www.mapfre.com/mapfreenfutbol/
LinkedIn: Agencia Tango / MAPFRE
