The Spanish leading car insurances comparison site, AsesorSeguros.com, was planning to launch its 1st national TV campaign. They wanted a new, more appealing, name. And Honest&Smile was in charge of the project. The new name, Acierto.com (‘right on the spot’), proved to be catchy, easy to remember, brand-aligned and versatile enough for the company to evolve into future new business categories (life insurances, van insurances, etc). It was not easy to find, hundreds of alternatives were explored, but when, years after, you keep seeing it regularly appearing on TV, radio and so on, still leading the market, it sort of pays off for all the efforts.