People don’t care about car insurance, but they do care about their cars.
#autoside
That insight is what led us to the positive message, “Enjoy the Road Ahead”, connecting SafeAuto to their customer in a new way, through a shared appreciation for the customer’s vehicle, to overcame seven years of business loss tied to negative, fear-based advertising.
Below are a series of campaigns that brought that understanding to life.
What your car wants.
They'll even serenade you for it, because they can't do what they do best without it. Three spots. Three vehicles. Tailored to unique demographics within SafeAuto's audience.
The automotive vocals broke through the clutter with each audience while increasing new quote growth, organic search and positive social engagement.
Ladies night from the vehicle’s perspective
Home improvement store from the vehicle’s perspective
Family road trip from the vehicle’s perspective
It only takes three.
At three minutes a quote, SafeAuto is one of the industry's fastest. So for a frugal and busy population that doesn't want to think about car insurance, a quote from SafeAuto makes a ton of sense. We equated that relative ease with some other quick threes and demo-ed that three minute speed test in automotive terms, to help make the point.
It only takes three autocorrects to horrify your mom.
It only takes three words to get fired.
A three minute speed test where it matters most.
Nothing sells quite like
community theater.
SafeAuto approached the hometown artistic giants, the Columbus Community Players, to help bring a more vivid, emotional, non-vocal voice to the many benefits of SafeAuto's unique car insurance. The CCP had open minds and an even more open schedule, so a relationship was born.
To truly understand difficult concepts, sometimes you need to shed societal masks, don a spandex bodysuit and let the world see a little bit of your heart. GCF had the pleasure of making up everything. The Players burst onto television screens across America, as well as pre-roll digital video teasers and a comprehensive 3-minute documentary introducing the world to the brave men in red.
The CCP imparts the virtues of the number 3 as they pertain to car insurance.
The CCP imparts the virtues of the freedom car insurance grants car owners.
The CCP imparts the virtues of SafeAuto remembering you for easy policy reinstatement.
Out of home boards tailored to key markets
CCP Display
The CCP starred in a three minute documentary as an alternate use of the three minutes it takes to get a quote at safeauto.com.