People don’t care about car insurance, but they do care about their cars.
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.
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.
Nothing sells quite like
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.