Esurance Debuts New National Ad Campaign Fresh Brand Voice Goes Against the Grain in Crowded Market
SAN FRANCISCO, Dec. 22, 2011 /PRNewswire/ -- Esurance, the direct-to-consumer personal car insurance company, launched a new integrated ad campaign today around the concept, "Insurance for the Modern World™."
The campaign – which includes television, cinema, in-flight, online video and streaming radio among other media – will debut on CBS during the 1:00 p.m. (EST) NFL game on Dec. 24. Additionally, the new commercials will be available exclusively on the Esurance Facebook page at www.facebook.com/esurance.
Actor John Krasinski, star of "The Office," whose upcoming film, "Nobody Walks," makes its debut at the Sundance Film Festival in January, does voiceover for the new campaign. Krasinski adds personality, candor, and wit to a visual narrative that captures the reality of our modern world while emphasizing the interconnectedness of our real and digital lives. The campaign also features the Grammy Award winning song, "Jam Man," from Country Music Hall of Fame guitarist Chet Atkins.
The "Insurance for the Modern World™" campaign is focused on self-directed consumers who shop for and buy their insurance online. The ads engage consumers in a smart conversation about their car insurance. One ad asks consumers how they decide if a car insurance company is "trustworthy" or not. Another highlights the innumerable savings claims made by car insurers and suggests that Esurance is better positioned to save consumers money because it was "born online, raised by technology, and majors in efficiency."
"The campaign brings a fresh voice to an incredibly crowded category. We think consumers are tiring of the escalating silliness of many car insurance commercials, many of which focus solely on price," said Esurance Chief Marketing Officer John Swigart. "We deliberately chose a voice and feel that contrast with the atmosphere we've seen in some recent car insurance ads. We think the new campaign shows that Esurance is the ideal company for insurance 'do-it-yourselfers' and invites them to take a fresh look at Esurance when they next shop for car insurance."
The campaign is the first collaboration between Esurance and ad agency Leo Burnett, which was brought on to help grow Esurance's brand visibility with consumers. The ads were directed by Omri Cohen, whose past work includes noteworthy projects with Google and Nike.
Esurance was acquired by Allstate in October 2011. This campaign is the first time on a national scale that consumers will see Esurance represented as an Allstate company.
Esurance, an Allstate company, provides personal auto insurance direct to consumers online and through select agents, including sister company Answer Financial. Esurance is dedicated to constantly improving the way people shop for, buy, and manage their auto insurance. By combining the best of technology with industry know-how, Esurance is able to offer hassle-free coverage with 24/7 customer service and claims handling at competitive prices. For more information, visit www.esurance.com and www.answerfinancial.com.