Like car engines, quantum physics, and the timeless discipline of heated yoga, many people find insurance complicated. This is due, in no small part, to the vast array of carriers and products available, the behemothly complex systems, and words that lawyers write that normal humans find difficult to understand. All of which can make researching and deciding on insurance overwhelming. It’s like reverse-FOMO in full effect.
Endearingly, that’s where Comparion comes in.
They simplify this process by leveraging their expertise in the insurance landscape and knowledge of the local marketplace. They provide the information needed to select the best coverage for your unique needs, understanding your marketplace and insurance requirements better than you might yourself.
Comparion agents know your marketplace and your insurance needs better than yourself. Which is super nice for folks who don’t know what they don’t know. Like most of us.
Our objective for this campaign was to dispel the idea that doing your own insurance is the smart way to go, and rather encourage folks to do their insurance with the insurance geniuses at Comparion.
Raise your hand if you’ve heard of Comparion Insurance? That’s what we thought.
Comparion is a relatively new insurance brand with an audience awareness hovering around zero. That's the bad news. But they have a strong position as a company whose agents live in the neighborhoods they serve, and their customers actually love them. That's the good news. So, our job was to make an introduction of the Comparion brand to highly targeted online audiences with their first ever broadcast campaign. And to do it all for less than $90,000.
To do that, we tapped into a data-driven cultural insight that told us people, now more than ever, are attempting to do insurance by themselves - DIY style - and it was backfiring on a regular basis. In solving that problem, we found our hook: Don't do insurance by yourself. Do insurance with Comparion.
So, how can DIY insurance go wrong? That was the question we rhetorically asked ourselves. The answer was taking the very real issues of people not really understanding the complexities of insurance, then hyperbolizing the types of cut rate, BS insurance DIYers might find themselves with.
So, we took those very real problems, flipped them into something unexpected, and turned them into fake brands. The best insurance became Beast Insurance. Low cost insurance became Locust Insurance. But saying the names of these fictitious providers didn’t go far enough to make them interesting or funny.
That’s why we created actual identities for both fake brands. Designed logos. Built and produced boxes and packaging and brought them to life on set north of Boston. Beast Insurance involved yetis and a spouse who had to make it right with Comparion. The Locust Insurance involved, you guessed it, a cloud-like swarm of locusts in which our protagonist endured before switching to Comparion.
Our OLV campaign on Amazon OLV and STV achieved incredible results. We garnered 20 million unique views from our :15 and :30 videos.
Our OLV on Meta generated an impressive 181 million impressions and was played 136 million times. Most notably, our campaign successfully drove 111,000 clicks to the provided Comparion links.
