Mapfre Insurance

Event / VR / PR

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

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

Attendees were asked to “Look Both Ways” so they could experience what it feels like to be another driver, cyclist, or pedestrian in Boston. To guide them along, we made the event feel like a road trip—with wayfinding signage that took them from one stop to the next.

First Stop

VR: We created a game that only awarded points to players/drivers that were empathetic on the virtual road.

Second Stop

The Ol’ Switcheroo: People were asked to switch 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 got to put on AGNES, a suit the smarties at MIT created. The AGNES experience helped young people learn the physical challenges that come with age so they could have a little more patience with senior citizens.

Pit Stop

Our event 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 our eventgoers were done with the experience, we left them with one last message—and a fun, safe way to get home. :)

ROAD TRIP MEMORIES

To amplify our message, we cut a video about the experience for local news outlets, social channels, etc.