Esurance has started a new advertising campaign, insurance"for the modern world", with a focus on trust and savings. Gone is that erin, pink-hair, animation character of prior advertising campaigns. In its place is a commercial asked viewers, "what makes you trust a car insurance company?" A talking animal? A speaking character? "Actor John Krasinski of NBC"The Office"tells the spots to a soundtrack of the film featuring"Jam Man"by Chet Atkins.
John Swigart, marketing director of Esurance, said that the company was to "assurance" do-it-yourselfers who have already been doing things such as banking and shopping online. Ideal target of the campaign, he added, is of middle class age families and professionals from 25 to 49. "They manage their lives for maximum efficiency," he said.
GEICO is the direct target of the place on savings, which begins by showing the ticket in places like drawers, in a pile of leaves and a washing machine. The voiceover begins, "If you had a dollar for all car dollar insurance companies say they save by switching, you would, for example, a ton of $.". But, asks "how they save you those dollars?".
The Allstate company acquired Esurance and answer financial for approximately $ 700 million earlier this year by the White Mountains insurance group. Esurance later chosen for Leo Burnett, Chicago, part of the Publicis group, its new agency of record. Esurance had previously worked with Duncan/Channon, San Francisco. Leo Burnett also manages advertising for Allstate.
The difference with the new parent company is clear. Allstate is a "mark with consumers who prefer to work with an agent," then this is not the Esurance, Mr. Swigart said. A representative of the company said in an e-mail that if many Esurance customers looked to the Internet to buy their insurance, the company was still slightly more than 1,000 "employees in the claims and service client" for those who wanted to talk to a real person.
•
Previous advertising campaigns for Esurance highlighted "Technology" when you want, people when you do not, the new campaign is focused on technology.
At the top of Facebook page is a box which reads "Real Northwest." Real customers. Real comments. (Really.) "So true comment, that three which were displayed the top Tuesday morning, two were complaints.
One was a user saying that Esurance had prebilled his debit $400 without authorization card. Another user called the company "blight on humanity." The two comments were followed by responses from customer service representatives to Esurance offering disgruntled users, an e-mail address where they could have their complaints addressed.
Mr. Swigart said that the most recent advertising campaign, by Duncan/Channon, had "a reasonable job of keeping us on the map, but it was not really go we based on the direction that we wanted to go." The campaign of Duncan was an attempt to appeal to women and representatives of the customer service features in customer interaction. An overview of the animation character Erin could see on the screens of computer and trinkets throughout the Agency.
Susan Credle, Creative Director for the United States at Leo Burnett, said that advertisements for the main competitors of Esurance as Geico and Progressive had moved from "coverage and ensure that you are insured simply a conversation of price and in ensuring that you had the least dear.". Leo Burnett is also the organization behind the "Mayhem" popular campaign for Allstate, which includes actor Dean Winters as the personification of different disasters of insurance, and the campaign "It's our Stand" featuring Dennis Haysbert. "If"Mayhem"is on the value, we need to change the perception of the Esurance to be a good market insurance company is a smart insurance company", said Ms. Credle. Esurance also seeks to draw attention to its application for update of mobile phone, which is not directly presented in the new campaign, but which will be deployed at the same time. From mid-December, 22 per cent of 525,000 of Esurance customers had downloaded the current version of the app. The updated application will allow users to submit information about a car accident, and information about the vehicles, a description of the accident and up to four photos, directly from their phones.
•
The new advertising campaign will begin to appear Saturday on CBS during the games of the National Football League and will be available on the Esurance Facebook page. As of Monday, television ads shown on the networks of cable about 45 including ESPN, HGTV, TNT and the United States, in programs rebroadcast as the "Big Bang Theory" and "Family Guy". Digital video preroll ads will run on Web of AOL, CNN, Google, YouTube and Yahoo sites.
Mr. Swigart would not disclose the cost of the campaign, other than to say that the company is a "substantial increase" over 2011. According to the Kantar media of WPP Unit, the company passed 116.9 million of advertising in 2010 and 79 million from January to September 2011.
Allstate spent $ 405 million in 2010 and 376.4 million from January to September 2011, according to Kantar Media.
View the original article here
No comments:
Post a Comment