In 2022, MAIF is performing strongly.
Solid business results, high engagement, record loyalty.
But one signal stands out: the brand is losing ground with people in their thirties.
Less awareness. Less emotion. Less desirability, even though they represent the future of the brand.
People in their thirties are going through major life changes: first child, first car, new mobility habits.
They’re not looking for an insurer that lists guarantees.
They’re looking for real support.
MAIF chose to lean into what has always made it different:
its customer relationship, ranked number one for 19 consecutive years.
The campaign adopts a lighter, more cultural tone through “humor columns”, inspired by radio chronicles and stand-up. Characters talk about their everyday lives, their worries, their projections and show how MAIF naturally fits into these moments.
The idea unfolds across three complementary stages:
– 30” TV and digital films introduce the universe and key pillars (car insurance, customer relationship, life insurance)
– Social media content, posts and short 15” films, extends the conversation around car, bike insurance, responsible savings and customer care
– Radio and outdoor anchor the campaign in everyday life, with simple, memorable punchlines
A strong and significant uplift in intent to seek information about MAIF
+1,000,000 searches on MAIF’s internal website search engine
