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In Colombia and LATAM, insurance is often ignored, seen as irrelevant or boring. So, this is the story of how Seguros del Estado in partnership with the main national broadcaster RCN, broke that indifference with an unprecedented creative strategy. For the first time, viewers could insure fictional soap opera characters with Life, Illness, or Accident Insurance. If their insured character experienced a covered misfortune, viewers claimed real payouts—reframing insurance through emotional storytelling.
The campaign sparked viral conversation on social media, with users and influencers sharing, debating, and engaging around insurance. This strategic approach allowed Seguros del Estado to capture leads, drive substantial sales, and reposition the brand.