In 2019, the Goodwork team won the creative pitch to partner with award-winning global travel insurance brand, InsureandGo, to create a major television, outdoor and digital campaign with Rafael Nadal for the Australian Open.
Having covered more than 1.6 million Australian travellers since it was established in Australia in 2012, InsureandGo is a subsidiary of Spanish insurance company, MAPFRE, who’ve supported Rafa’s athletic feats for more than 10 years. Synonymous with Nadal in Spain, the sponsorship now extends to InsureandGo with Rafa becoming the face of Goodwork’s latest work.
Bringing Rafa to Australia and Australians to the world, ‘Go There’ is Goodwork’s creative campaign celebrating the famed mindset of the tennis pro, alongside that of InsureandGo’s customers – preparing for their big trip and making the most of every moment, knowing they’re covered.
Through our above the line philosophy of “think like a brand, play like a campaign” – we took InsureandGo through a strategic process that would strike an effective balance between sustained brand awareness and short-term sales activation. Filmed on Rafa’s island home of Mallorca, Spain – our ‘Go There’ creative includes intimate scenes of Rafa at home preparing for a match, his focus in the locker room and his energy on the court – plus his own words, delivering “Go There” as not just a call to action, but a call to adventure.
Across Australia, ‘Go There’ extends from hero TVCs and Melbourne tram wraps to humble storytelling on social – opening creative opportunities that have enabled InsureandGo to bring Nadal and the brand together in the most engaging way that connects Nadal’s own experience with the experience of their customers. The work marks a foray into above the line, brand awareness initiatives for InsureandGo, and centres around a series of 15 and 30-second spots across free-to-air television and Channel 9’s TV streaming service, On
Demand. These spots are supplemented by a digital display and video campaign, along with both static and dynamic roadside billboard and transit advertisements across some of Australia’s major cities. Across all media, the ‘Go There’ message features prominently, alongside images of Nadal and customers.
‘Go There’ is much more than a creative campaign. ‘Go There’ is about creating your own experience in life – living fully in your moment and being the best that you can be.
“MAPFRE has sponsored me for more than a decade now, and I’m excited for our relationship to reach an Australian audience, with the launch of InsureandGo Australia’s ‘Go There’ campaign. I’ve thoroughly enjoyed the experiences that touring in Australia has given me, and I believe InsureandGo’s campaign is a fantastic way to encourage Aussies to travel, and elevating the importance of taking travel insurance”.Rafael Nadal
“We’re thrilled to announce our sponsorship of Rafael Nadal with the launch of our ‘Go There’ campaign with Goodwork. Nadal is widely respected in Australia, and we’re proud to be sponsoring someone who shares our passion for excellence. We look forward to our campaign building recognition of our brand, highlighting the importance of travel insurance, and inspiring Aussies whether they are jetting off to the Maldives for a relaxed beach getaway, boarding a cruise to discover the rich history of the Mediterranean, or heading to Melbourne to watch Nadal win the Australian Open - knowing they can ‘Go There’ with peace of mind”.Raphael Bandeira, InsureandGo Managing Director