Mapfre Insurance

Event / VR / PR

Mapfre is an insurance company from Spain that wanted to expand its business into the U.S.—and we helped them enter the Boston market. To create brand awareness, we created a 2-day event at Boston City Hall Plaza that helped the most notoriously aggressive drivers (they don’t call us Massholes for nothin’) to start empathizing with other drivers, cyclists, and pedestrians on the road.

Results / 25,000 participants, 1.5 million impressions, and a few less Bostonians chucking the bird at anyone who tries to merge during rush hour.

First Step: Getting Foot Traffic

We created ground signage around Boston that led the way to the event.

Event Name & Design

We asked attendees to “Look Both Ways” by asking them to experience what it feels like to be a driver, cyclist, or pedestrian in Boston. To guide them along, we made the event feel like a road trip—with wayfinding that took them from one stop to the next.

First Stop

VR: A driving game that awarded points only to players/drivers that were empathetic on the virtual road.

Second Stop

The Ol’ Switcheroo: Attendees switched places so cyclists could experience what it’s like to have a someone in your blind spot, and drivers could experience the vulnerability of being in one.

Third Stop

The MIT Age Suit: Attendees go to put on AGNES, a suit that allowed them to experience the physical challenges associated with aging. And crossing the street when you’re pushing 80.

Pit Stop

Our partner, Boston Children’s Hospital, gave away fun road trip snacks and held a bike rodeo for kids—complete with free helmets.

Detour

No one walks away from a road trip empty-handed, so we gave away free memorabilia, like bumper stickers, magnets, and t-shirts, so attendees would remember the experience and what they learned.

Exit

Once attendees were done with all of the events, we left them with one last safety message—and a fun, safe way to get home. :)

Road Trip Keepsake

To help make our message reach further, we created a video about the experience for local news outlets, social channels, etc.