ASISA drives the “Bienvejecer” concept with a brand campaign focused on longevity

Spain is expected to become the longest-living country in the world by 2040. In this social and demographic context, ASISA set out to open a relevant conversation about how we can start preparing today to live longer and healthier lives in the future.

Together with Mediaplus Equmedia, ASISA launched a brand campaign built around the concept of “Bienvejecer”, positioning the company as a trusted partner in prevention, wellbeing and long-term health care throughout every stage of life.

The main objective of the campaign was brand building, strengthening ASISA’s positioning as a health insurer that goes beyond medical assistance to promote a long-term vision of wellbeing and prevention.

The campaign needed to:

• Reach a broad and transversal audience.

• Deliver an inspiring and optimistic message about the future.

• Differentiate ASISA within a highly rational and competitive category.

• Introduce a proprietary concept — BIENVEJECER — capable of generating awareness and conversation.

All of this had to be achieved without the launch of a specific product or service, relying purely on brand storytelling and relevance.

To bring the “Aging Well” concept to life in a relevant and accessible way, an integrated media strategy was developed, combining mass reach with contextual and targeted activations.

The campaign featured a strong presence in premium outdoor, with two large-format digital billboards in strategic locations, supported by special television placements featuring well-known presenters from leading national channels.

As a distinctive element, programmatic digital outdoor was activated near ID renewal police stations, linking the message of longevity to a familiar life milestone and reinforcing the idea that aging does not mean stopping living fully.

The strategy was completed with a broad presence across digital platforms, cinema and conventional television, maximising reach and frequency throughout the campaign period.

The campaign was launched nationally in two phases.

The first phase focused on brand building and the introduction of the “Bienvejecer” concept. In the second phase, the campaign evolved to include a year-end promotional message, maintaining the same creative platform and reinforcing brand consistency.

With an optimistic, reflective and human tone, ASISA positioned itself as a company that not only responds to health needs, but actively encourages people to take care of themselves today in order to enjoy a healthier future.

“Bienvejecer” became a distinctive communication territory for ASISA, strengthening brand relevance and long-term affinity with audiences.