SafeAuto

Problem: In the crowded world of state minimum car insurance, brands endlessly chase "cheapest." How do you build a powerful, distinctive identity in a value-driven category?

Insight: For a price-sensitive audience, buying cheap is a sign of pragmatism and a source of pride. That expensive Gecko insurance? That’s for suckers.

Idea: We launched "Insurance for the Rest of Us," repositioning SafeAuto as the champion of the everyman. This turned state minimum insurance into a badge of honor, giving SafeAuto an irreverent challenger voice that drove brand lift and acquisition. (Though Allstate acquired and retired the brand shortly after… Maybe they weren’t ready for our insurance revolution.)

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PRESS:

Adweek • Muse by Clio • Campaign

Agency: JOAN