SafeAuto

Problem: State minimum car insurers duke it out to own claims like “cheapest” and “shortest commitment.” How do you build a powerful, distinctive brand 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: With Insurance for the Rest of Us, we turned state minimum car insurance into a badge of honor by repositioning SafeAuto as a champion of the everyman. It allowed SafeAuto to talk about a range of value-driven messages in a new way, all while taking an irreverent challenger position. The platform drove initial brand lift and acquisition, though shortly after launch the SafeAuto brand was bought then retired by Allstate. Maybe they weren’t ready for our insurance revolution.

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PRESS:

Adweek • Muse by Clio • Campaign

Agency: JOAN