The Challenge
In Colombia, as in much of Latin America, insurance providers struggle with low consumer trust and a lack of cultural relevance. Seguros del Estado—one of the country’s largest insurers—was experiencing declining brand awareness and sales. But in a country where storytelling is a national pastime, especially through beloved soap operas that mirror everyday life and shared values, we saw an opportunity. These emotional, familiar dramas are woven into daily routines, so we turned this cultural habit into a powerful brand platform.
The Solution
To shift perceptions around insurance, Seguros del Estado partnered with national broadcaster RCN and its hit soap opera El Rey del Despecho to launch a bold idea: insure a fictional character. For the first time, viewers could emotionally connect with a character—and insure them with Life, Illness, or Accident coverage. But the twist? Fans wanted drama. If their chosen character suffered a setback matching their coverage, they were entered into a draw to win real money. Through aseguratupersonaje.com, launched before the series and updated daily, users selected a character and policy type. If their prediction aligned with the plot, they had a shot at cashing in the fictional policy. The idea went viral: flooding social media with predictions, debates, and drama. Fictional Insurance didn’t just entertain—it generated leads, converted policies, and made insurance culturally relevant.