Separating from the competition with purpose.
SAFEAUTO / BRAND TRANSFORMATION
The truth is, auto insurance is out of reach for many Americans. They need an insurer who understands they don’t have money to waste, and they need flexibility. SafeAuto provides that, but they needed a way to tell the world. A new rallying cry was born.
"Insurance for the Rest of Us" extends a hand to the Americans that have families to support and bills to pay. And it does it with humor.
We put up these billboards clearly explaining SafeAuto features, and then made a spot about the people who put them up.
With placements ranging from large-scale OOH to convenience store placements, we met people where they were with messaging they would respond to.
Playing on the industry convention of doing tug-at-your-heartstrings testimonials, we assembled a quirky cast of characters who often gave us a little TMI. We talked about low down payments. We highlighted month-to-month terms and flexible plans. And we created Spanish language spots for the Latinx markets that used insights gleaned from those audiences, not just re-purposed ideas with translations.
SafeAuto continues fighting for the people, developing new products and creating an emotional bond with their audience. Delivering some smiles along the way.