Singing for brand recognition

Goodbye insurance. Hello InsurAAAnce. Three little letters that turned insurance into something worth singing about.

Published On
Nov 06, 2020

Description

AMBITION

Consumers traditionally associated AAA with roadside assistance and not auto or home insurance—awareness of these product offerings was low. How could CSAA Insurance Group increase top-of-mind awareness, consideration, leads, and ultimately profitable growth with products that many didn’t know existed? We needed to break through in the very loud, very cluttered insurance category to increase unaided awareness of AAA Auto and Home Insurance.

ACTION

Research confirmed what we’d already guessed: Most people don’t trust or like their insurance providers. On the other hand, people trust and love AAA. So to stand out from the clutter we created a new “product” that not only made it impossible to forget that AAA offers insurance, but also depositioned the competition by putting them all into the same bucket. It’s not insurance. It’s InsurAAAnce, with AAA. And that makes all the difference.

ACHIEVEMENT

The campaign led to a 58 percent increase in shopping share, an overall increase of 44 percent in quotes, a 6 percent increase in new policies, and of course, a lot more As. CSAA Insurance Group operates within AZ, CA, CO, CT, DE, ID, IN, KS, KY, MD, MT, NV, NJ, NY, OH, OK, OR, PA, SD, UT, VA, WV, WY and DC. Results applicable only for markets in which the spots aired.

58% Overall increase in shopping share since the start of the campaign

44% Overall increase in quotes

6% Increase in new policies

Our new campaign—Goodbye Insurance, Hello InsurAAAnce—embodies the unique offering CSAA Insurance Group can provide consumers and what sets us apart. Deloitte Digital, in partnership with Dave Meyers, brought this to life in our new spots, creating a fresh perspective for our marketing. We are excited to see this campaign continue to roll out and build on the success of our AOR relationship with Deloitte Digital.

Linda Goldstein, Chief Customer Experience and Marketing Officer, CSAA Insurance Group

 

 

 

 

 

Credits

Date
Nov 06, 2020
Agency :
Deloitte Digital
Client :
CSAA Insurance Group
Chief Marketing Officer :
Linda Goldstein
VP External Affairs/ Corporate Communications/ Brand :
Danielle Cagen
Creative and Brand Strategy Leader :
Carrie Hack
Senior Program Manager :
Stephanie Fitzgerald
Executive Creative Director :
Milton Correa
Executive Creative Director :
Jones Krahl
Executive Creative Director :
Elaine Cox
Senior Copy Writer :
Scott Menzie
Senior Art Director :
Candace Faircloth
Managing Director :
Aaron Lang
Head of Account Management :
Olivia Balicki
Account Director :
Matt Porter
Account Supervisor :
Cameron Hogan
Account Executive :
Oliver Kiss
Chief Strategy Officer / General Manager :
Justin Cox
Group Strategy Director :
Jen Watts-Welsh
Strategy Director :
Ryan Ouyoumjian
Head of Production :
Elisa Moore
Executive Producer :
Daniel Roversi
Production :
Radical Media
Director :
Dave Meyers
Director of Photography :
Sebastian Blenkov
President :
Frank Scherma
Executive Producer :
Jim Bouvet
Executive Producer :
Rok Bukovec
Producer :
Lisa Brugliera
Line Producer :
Benjamin Begovic
Sound Design & Mix Company :
Premier Music Group
Music Supervisor :
Aaron Mercer
Composer :
Dan Sammartano
Composer :
Jared Hunter
Mix and Sound Design :
Joseph Spallina
Creative Director :
Raymond Loewy
Creative Director :
David Wittman
Executive Producer :
Kala Sherman
Producer :
Jake Falby
Editorial :
Cabine Editorial
Editor :
Greg Scruton
Executive Producer :
Remy Foxx
Producer :
Katy Lester
Finishing :
JAMM Visual Inc.
VFX Supervisor / Lead Flame :
Jake Montgomery
VFX Supervisor / Lead CG :
Andy Boyd
Flame Artist :
Mark Holden
Flame Artist :
Patrick Munoz
Flame Artist :
Glyn Tebbutt
Flame Artist :
Steve Cokonis
Lead CG Artist :
Brian Burke
Lead CG Artist :
Zachary DiMaria
CG Artist :
Ben Martin
CG Artist :
Connie Ho
Producer :
Ashley Greyson
Executive Producer :
Asher Edwards
Color :
Company 3
Colorist :
Stefan Sonnenfeld
Producer :
Gabriel Wakeman

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Project Type