SafeAuto

Separating from the competition with purpose.

SafeAuto

The people need a champion. A funny champion.

SAFEAUTO / BRAND TRANSFORMATION

Insurance For the Rest of Us

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.

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We started getting playful with media.

We put up these billboards clearly explaining SafeAuto features, and then made a spot about the people who put them up.

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Reaching our audience

With placements ranging from large-scale OOH to convenience store placements, we met people where they were with messaging they would respond to.

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Then we told even more stories about “the rest of us.”

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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.

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A strong message, delivered with humor.

SafeAuto continues fighting for the people, developing new products and creating an emotional bond with their audience. Delivering some smiles along the way.

joan

Next Project:

Fiber One

A turn-around story, made possible by buzz.

Fiber One