Success story

How Hipotecario Seguros cut its cost per view by 70%

Client: Hipotecario Seguros
Industry: Insurance
Website: hipotecarioseguros.com.ar

Services

Creative Studio

The challenge

Hipotecario Seguros was launching a new product: a home insurance policy where each customer builds their own coverage. The idea that shaped everything came from the product itself: if no two homes are the same, no two policies can be the same. But that idea meant showing different families with different coverage: three separate productions. With locations, casting, and shooting, the launch budget wasn't enough.

We flipped the usual order: instead of adapting the idea to what the budget could film, we built a process that made the right idea producible. Creative direction, generative AI, and visual consistency workflows delivered warm, everyday assets with control over framing, lighting, and the brand's visual language. AI First production: no casting, no locations, no delays.

ACTION PLAN

How we approached it

Three families, three ways of living

We defined family worlds that are recognizable and distinct from each other: the barbecue family, the family with more dogs than sneakers, and the family obsessed with the door lock. Each one shows a specific coverage without explaining it. The slogan shaped the rest: “Elegí lo que querés, sacá lo que sobra” (“Choose what you want, drop what you don't need”).

A pipeline that made the right idea producible

Storyboards with reference frames for each scene and placement, to settle creative alignment before producing a single shot. Then, shot generation with consistent style and quality across assets, and a post-production layer with motion graphics and synthetic voiceover.

A system that stays with the client

Template-based automation turned each new variant into a few minutes of work instead of a project. Hipotecario keeps the node system with the three families and continues generating content without producing from scratch.

Numbers that speak for themselves.

Cost per view: -70%
Demand Gen interactions: 5x
Demand Gen impressions: 3x
Views: +40%

Creative volume became a media advantage

We measured against a campaign with similar conditions in the same period: one with traditionally produced creatives and another powered by the generative system. Compared to the first, the second doubled impressions, increased views by 40%, and cut cost per view by 70%. In Demand Gen, with the same spend, impressions tripled and interactions grew fivefold.

That’s the point: AI-optimized formats perform better the more material they have to rotate. With ten assets in four formats instead of one, the system has something to work with. And that volume wasn’t feasible the traditional way: with locations, casting, and shooting, the campaign would not have existed at this scale.