More effectiveness with creativity in media

Selling health insurance represents one of the greatest challenges in advertising, as the sector is stuck in monotony, with all brands communicating the same messages of security, professionalism, and trust. For consumers, talking about insurance is tedious, and many avoid the subject unless it is strictly necessary. Aware of this fatigue, ASISA and its agency decided not only to stand out but to revolutionize the way of communicating in the sector, using an unexplored medium: theater.

The strategy was innovative from the ground up: bringing ASISA’s message to a different environment, far from conventional media, and focusing on an adult audience over 40, who are rarely surprised by advertising and are less active on social media. The theater, a respected cultural space free of commercial distractions, became the perfect stage for this action.

The idea was simple yet powerful: to dramatize a commercial live before a renowned play, instead of projecting it on a screen. In this way, the audience experienced something different, creating an emotional connection with ASISA’s proposal.

ASISA reinvented theater as an advertising space, taking over a medium without competition and capturing the audience’s attention without distractions. The live performance of the commercial created a unique immersive experience, where spectators stopped being passive receivers and became part of a play that invited them to reflect on their own health.

The action did not remain confined to the theater. To amplify its impact, ASISA partnered with influencer @SecretosDeMadrid, who shared his experience on social media, reaching more than 70,000 people through Reels and Stories. This collaboration helped bring the campaign to a digital audience, extending the surprise and initial impact.

“ASISA in the Theater” transformed theater into an innovative advertising medium, surprising and emotionally connecting with its audience. The campaign not only broke away from traditional advertising schemes in the insurance sector, but also achieved unprecedented organic and media amplification, demonstrating the power of creativity and innovation.