We created Vividoras, an original platform from Pelayo Seguros designed to transform the brand's social commitment into a useful, close, and long-term relationship with women. A multichannel ecosystem of content, tools and experiences designed to support them through their life uncertainties and reinforce a vision of security, well-being, and a full life.

“Vividoras” is an original idea from our agency, the strategic approach of which stems from Pelayo Seguros“ concern to develop the brand's social role and use it beyond a mere marketing lever to generate business. It is a way of understanding commitment to consumers and society as a whole, based on purpose and the creation of medium and long-term value relationships. The ”Vividoras” project embodies this vision of the Pelayo brand.

“Vividoras” is an interaction and learning platform created for Pelayo, in collaboration with experts from various disciplines and other organisations, with the aim of enabling women to converse, listen, and interact to find answers to some of the uncertainties that limit or could potentially limit their lives. It is also an assertion of an attitude towards life. A virtual space created by and for women to enrich both the spirit of self-improvement and their general outlook on what life has to offer.

A comprehensive multi-channel strategy has been built around Vividoras. We have created different tools (simulators, self-knowledge tests, well-being and self-help kits, etc.), multi-format content developed by experts (podcasts, videos, interactive videos, articles), and hybrid experiences (meetings and talks, experiences, real-life stories, etc.) to develop skills and capabilities for facing uncertainty as part of the path towards a fulfilling life. For its launch, Marta Hazas was the brand ambassador for its first chapter, dedicated to emotional well-being, to be followed by “Maldito Cáncer” and “Madres 4.0”.