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.
Challenge
Breaking through a category dominated by large, direct-to-consumer insurance brands to increase awareness and consideration of independent agents across Massachusetts.
Strategy
Develop an emotionally driven, multi-channel campaign that highlighted the value of personalized guidance during critical life moments using video, connected TV, social, streaming audio, and search to build connection and capture demand.
The campaign delivered exactly where it counted, driving meaningful growth in both brand awareness and intent to use an independent insurance agent.
Increase
in Intent to Use an Independent Agent
Decrease
in Those Who Would Not Use an Independent Agent
of Microsite Visitors
Called or Submitted a Form to Discuss with an Agent