“Las cosas claras” (Straight Talk)
NEW THINKING
APPLE TREE developed the digital campaign “Las cosas claras” for MAPFRE, an initiative designed to strengthen the brand’s presence and positioning on social media through financial education and insurance literacy.
The campaign set out to make traditionally complex topics accessible to a broad audience, using clear language, agile digital formats, and a relatable narrative—fully aligned with MAPFRE’s ambition to be a relevant, global brand committed to people.
INVESTIGACIÓN & INSIGHT
Initial research revealed a common perception: finance and insurance are often perceived as complex, abstract, and overly technical. Despite their direct impact on everyday life, there remains a clear gap between expert knowledge and public understanding.
Within this context, APPLE TREE identified a clear opportunity for MAPFRE: to lead the conversation through education. By adopting a pedagogical approach, the brand could remove barriers, build trust, and make key concepts easier to understand—particularly in digital environments and among less specialised audiences.
ESTRATEGIA & CREATIVIDAD
Building on this insight, APPLE TREE developed the creative concept “Las cosas claras”, grounded in a simple belief: when information is explained clearly, it becomes more useful, more approachable, and more relevant.
The strategy combined two complementary voices within the same content. On the one hand, MAPFRE’s own experts provided rigour, expertise, and credibility. On the other hand, content creators capable of translating those ideas into everyday language, direct, human, and easy to understand. This dual perspective allowed the campaign to connect with diverse audiences while maintaining a careful balance between authority and proximity.
PLANIFICACIÓN
APPLE TREE led the development and rollout of a digital-first campaign centred on short-form audiovisual content, created specifically for social media. A total of 15 videos were produced, with a strong focus on Instagram and adaptations for other corporate channels, including Facebook, LinkedIn, and X.
The campaign featured active participation from MAPFRE’s financial experts alongside content creators, blending UGC-style formats with a visual tone that was young, clear, and relaxed. All of this formed part of the ongoing strategic advisory work APPLE TREE has been delivering for MAPFRE since 2024, supporting its global digital communications and corporate social media presence.
IMPACTO
“Las cosas claras” helped reinforce MAPFRE’s positioning as an accessible, trustworthy brand committed to financial education, strengthening its relevance in the digital space. The content made complex concepts easier to understand, aligned with audience expectations, and deepened trust in the brand.
The campaign sits within a long-term digital communications strategy, backed by MAPFRE’s strong reputational leadership—recognised as the best-positioned insurer in the Merco ranking and one of Spain’s most reputable companies. At the same time, it reinforces APPLE TREE’s role as a strategic partner, applying its NEW THINKING approach to deliver creative solutions that generate real, lasting impact for brands.
