The insurance category is a battlefield, with big brands creating big noise. For years, Amica created a distinctive voice in the market by highlighting their exceptional service. When larger players started to mimic Amica’s messaging, Cronin leaped over the competition by promising consumers an experience that would be something extraordinary. Amica’s voice was amplified via an emotive storyline and a national advertising campaign that resonated deeply with the brand’s core prospects and key growth segments.
Results:
Television advertising held viewer attention longer than ads of any top 20 advertising spender.
Traffic and online quoting on Amica.com increased significantly, while cost-per-quote decreased.
Brand TV and online video campaigns earned silver Telly awards for creative excellence.
