Getting Noticed

When Protective Life acquired West Coast Life Insurance Company, they wanted to make sure that independent insurance agents paid attention. Also, they were about to unveil innovative new products and needed to create a buzz about the acquisition and how it was becoming an innovator within the sector.

Our solution was to create an awareness and interest campaign that was designed to engage and build momentum all summer long right up to a major insurance underwriter event in September. We used a comedic video series that featured video “feeds from the road” of actuarial “nerds” trying to find their way to the event. Additionally, there was a website created to document their progress (while also pushing brand and awareness).

The light-hearted and funny road antics accomplished exactly what it needed to. The approach was revolutionary in how the insurance company marketed itself. Name recognition, awareness of innovative new products and the newly combined company, an understanding of its expertise within the insurance industry, and a huge following at the event trade show booth kept the company on attendees “must see” list.

The interest shown at the trade show enabled the company to generate a lot of new business and created hundreds of new personal relationships within the independent insurance sector nationwide. As noted by the client, “nobody had ever done anything remotely like it before.”

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