Seguros Mundial: digital SOAT ads with a 3-to-1 return and over COP 400M in sales

SOAT is Colombia's mandatory traffic-accident insurance for every vehicle. Seguros Mundial sells it online, and DataLab took over paid media for the product with a simple goal: sell more SOAT through digital, with a return anyone could measure. The product has one quirk: people don't decide whether to buy it, only where and when. That turns paid media into a race to show up at the moment of purchase or renewal.

With SOAT, coverage and pricing are set by regulation, so every insurer offers the same product. The difference is showing up when people are ready to buy and making online checkout easy. On top of that, every peso of ad spend had to be justified by sales. With more than COP 30 million going into ads every month, the question isn't how many clicks came in, but how much was sold for every peso.

If paid media is judged on sales rather than clicks, the budget can scale with confidence: every additional peso goes where it has already proven a return. And if that return holds as spend increases, the campaign gains market share without losing efficiency.

The figures published in 2021 are clear: over COP 400 million sold through the digital SOAT campaign, a monthly ad budget above COP 30 million and a return of 3 pesos for every peso invested. At that point Seguros Mundial was already the second-largest player in Colombia's digital SOAT market. How we read it: a 3-to-1 return is what makes a monthly investment that size sustainable. It also changes the internal conversation: with a proven return, increasing the budget is no longer a gamble.

When everyone sells the same product, the winner shows up at the right moment and measures better. With return per peso as the primary KPI, paid media stops being debated as a cost and gets managed as an investment with a known outcome. If your product is a commodity, compete on timing and on the quality of your measurement.