Can you 'save' your favorite Characters from dying?

In partnership with

Dear Creative Souls,

Most insurance campaigns vanish without leaving a trace — too serious, too rational, too forgettable.

But culture is a different story. People obsess over TV shows, root for their favorite characters, and gossip about every plot twist. Step into that space, and suddenly your brand isn’t background noise — it’s part of the drama.

That’s what Seguros del Estado and RCN TV nailed with their Fictional Insurance campaign. Instead of lecturing people about policies, they gave viewers a chance to “insure” characters in The King of Heartbreak. Was your favorite about to die, get sick, or meet disaster? Place your bet and play along.

(If Game of Thrones was still on, anyone that tapped into this idea would have had a blast)

The Idea

Insurance is about as exciting as tax forms — essential, but not something that gets people talking over dinner. Seguros del Estado and RCN TV decided to flip that script by stepping straight into Colombia’s biggest cultural obsession: the soap opera.

Their activation let viewers “insure” characters from The King of Heartbreak against death, illness, or accident. If your prediction came true, you got a fictional payout — before being nudged toward real coverage. Suddenly, a boring category turned into a betting pool disguised as entertainment.

Now, imagine the possibilities of this in the app-first, AI-driven era where mobile, connected TV and one click share buttons rule the roost.

🎭 Why It Worked

1. Pop culture as infrastructure
They didn’t fight for attention; they tapped into where it already lived. Soap operas are community events. By weaving themselves into that world, the brand earned instant recognition and participation.

2. Participation beats persuasion
You weren’t just watching ads — you were playing along, guessing fates, and seeing if your “policy” paid off. That sense of co-creation made insurance feel tangible, not theoretical.

3. Context turns abstract into concrete
Instead of preaching about protection, they let you experience it through characters you cared about. That emotional bridge made the leap to real-world insurance more natural.

🧠 Takeaways for Marketers

• Don’t shout louder, step inside the story. Pop culture offers rituals and narratives your audience already invests in. Find ways to inhabit them.

• Dry products need drama. If your category is low-interest, borrow the tension and emotional stakes from culture. Insurance became thrilling because it played with death and plot twists.

• Reward participation. Every “game” needs a payoff. Even fictional payouts made viewers feel invested, creating a gateway to the brand’s real offering.

Unlocking Incrementality: A Guide for Marketing Success

In today's chaotic marketing landscape, brands need a reliable way to measure what works and what doesn't. Incrementality is the answer.

This free ebook, “Unlocking Incrementality: A Guide for Marketing Success,” will teach you everything you need to know about incrementality, from the basics to advanced strategies.

Inside, you’ll learn:

• ‍What incrementality is and why it matters: Understand how it differs from traditional attribution and why it’s essential for modern marketers.

• ‍How to measure and test incrementality: Explore proven methods like geo experiments and conversion lift testing.

• ‍How to optimize your marketing spend: Identify your most impactful channels and allocate your budget with confidence.

• ‍Real-world success stories from top brands: See how leading brands use incrementality to drive growth and improve ROI.

Download now and start making smarter marketing decisions today

Final Word

Seguros del Estado didn’t just advertise insurance — they staged it. By aligning with a beloved soap opera and making the audience part of the drama, they shifted perception of their category entirely.

The lesson? If your product is overlooked, don’t try to force relevance. Step into the cultural moment your audience already cares about, and let them play along.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.