Massachusetts Association of Insurance Agents
"We've got your back" - MAIA
Established insurance companies dominate the industry, with direct access, online platforms, and advertising awareness budgets that are the largest in most industry categories. To overcome inertia and the mundane nature of insurance, humor in advertising has been used to create a more memorable brand.
To differentiate ourselves and overcome insurance companies' dramatic ad spending, our goal was to highlight the personalized service and extensive resources that live agents can provide during insurable events. We also created a visual demonstration of the critical point at which a consumer needs an independent agent to console and advise.
Our solution utilized a multi-media approach, including Connected TV, Video, Social, and Streaming Radio, to target customers throughout Massachusetts. The aim was to create an emotional connection by highlighting critical events where having a dedicated agent provided guidance and support.
The campaign also featured a full-screen digital ad unit with video, sponsored insurance providers, and a direct link to a microsite where customers could select an agent. Additionally, an always-on search engine marketing campaign was implemented to capture demand and increase awareness.