Madrid, September 15th 2025 – Prima, the insurtech company specialising in car insurance, has launched its first advertising campaign in Spain: "Sí, tu Prima", created by Ogilvy Barcelona. The goal of the ad is to bring the brand closer to Spanish drivers, with a fresh and friendly tone, reinforcing its commitment to the Spanish market.
Combining humour and authenticity, the multi-platform campaign seeks to connect with an audience that values transparency and fair pricing. The creative takes consumers' common skepticism about the insurance sector, transforming it into an opportunity to highlight Prima's unique perks. Each ad ends with an unexpected wink, such as: "In the end, I bought my car insurance online in 5 minutes... Sí, tu Prima.”
The campaign represents a key step in Prima’s brand-building and awareness-raising strategy in the Spanish market. It further highlights Spain's central role in the group's strategy.
The ad also features Matías Prats Jr., whose father has a longstanding connection with insurance advertising. His presence represents a fresh and fun shift away from traditional insurance, helping to connect with new audiences.
The campaign reflects the essence of Prima, an insurtech that puts customers first through its technological and analytical approach. Prima prioritises simplicity to offer competitive products and an optimised user experience, allowing drivers to get quotes and buy insurance quickly and easily.
“We are very excited about the campaign because it symbolises our take on what insurance should be: clear, accessible and uncomplicated,” explains Ignacio Castilla Salas, Country Manager Spain at Prima Seguros.
“We have been revolutionising this sector for years with technology and data. Now we are taking it a step further: showing, with casual, everyday and direct language, that we are here to make a difference. With this launch, we want to emphasise how Prima is a company that listens and responds to what truly matters to drivers.”
Alongside the campaign, Prima Spain is also launching its Facebook and Instagram profiles. The company expects that the campaign can easily adapt to these channels, which represent a key digital point of contact with Spanish customers.
This campaign is part of Prima's ambitious growth plan in the Spanish market. After collecting €20 million in premiums there in 2024, the company plans to double its revenue in Spain alone to €44 million in 2025. At the Group level, with an already established presence in Italy and the UK, Prima projects to close the year with nearly 5 million customers and more than €1.7 billion in total premiums. It shows how customer-centric digitalisation creates real benefits for both the insurance industry and consumers.
You can access the campaign spot here
Campaign materials available here
Advertising Sheet | Creative Sheet
• Advertiser: Prima Seguros
• Creative Agency: Ogilvy Barcelona
• PR Agency: Newlink
• Sector: Insurance
• Client Contact: Alba Calatayud
• Executive Creative Director: Noelia Fernández, Tomás O'Gorman
• Creative Director: Beatriz Salmerón
• Art Director: Laura Grandío
• Copywriter: Manuel Marcos, Rodrigo Giménez
• Business Managing Director: Anna Torres
• Account Director: Marta Torres
• Account Executive: Lydia Velaz
• Head of Strategy: Ester Solana
• Senior Strategist: Matheus Funke
• Strategic Planner: Caterina Alonso
• Head of Content & Social Media: Alba Cortiella
• Content & Social Media Manager: Judit Cañizares
• Production Company: Hogarth
• Hogarth Head of Production: Carmelo García
• Hogarth Executive Producer: Jose Coloma
• Hogarth Producer: Irene Alfambra
• Production Company: Possible Films
• Director: Gerardo Berna & Pablo Arreba
• Executive Producer: Cristina Pineda
• Producer: Covadonga Fernández Castaño
• DOP: Jorge Roig
• Head of Production: Blanca Serrano
• Styling: Iris Campello
• Art Director: Laura Ochoa
• Post-production: Artic
• Sound: Xavi Studio
• Photographer: Jorge Puente