THE UNWRITTEN RULES

MAPFRE

INITIAL CHALLENGE

To bring value to the CONMEBOL Libertadores in order to position ourselves as a brand that supports the competition and contributes from a place of legitimacy.

STRATEGIC REFRAMING

A communication platform was established that brings together the values of both brands: Mapfre, focused on “taking care of what matters to you” to ensure the continuity of your life, and CONMEBOL Libertadores, symbolizing “the competition of Eternal Glory” and the most meaningful tournament for South Americans.

THE IDEA

That’s how BY YOUR SIDE ON THE ROAD TO GLORY was born — a 100% digital, international sponsorship campaign focused on LATAM. In addition, it includes a branded content initiative whose content will feature the stories and emotions of the fans themselves.

We launched the first manual that compiles the traditions, customs, and emotions of CONMEBOL fans.

The content of The Unwritten Rules book is enriched by the experiences of the fans, gathered through personal interviews with supporters from the different countries participating in South America’s most prestigious club competition.

The campaign, which is still ongoing, has reached over 20 million users to date.