The challenge
PEMCO, a regional insurance company, needed to drive consideration of its auto, home and renter policies by building awareness and stealing share from national players to regain footing in its hometowns of Seattle and Portland.
The solution
Periscope, a Quad company, deployed a holistic, video-centric campaign, “A Lot Can Go Wrong,” creating a “home team” affiliation through local professional sports franchise TV sponsorships and integrations. We extended this approach to audio streaming of live game broadcasts. A social video titled “A Matter of Seconds” was as an insightful truth that helped reinforce the PEMCO brand promise as the solution. Media slots with 30-, 15- and 6-second lengths let us use the messaging to illustrate the speed at which things can go wrong — and to show that as the Defender of the Northwest, PEMCO is ready to turn things around.
The impact
The campaign outpaced other creative inventory garnering 3 million views and lifting the ad recall rate by 9% on the PEMCO Facebook channel, meaning the audience was most likely to remember these ads. PEMCO web traffic doubled in less than a year. They were the only insurance provider to see an increase in aided awareness in 2019. The campaign also won gold (and silver) at AdFed Minnesota’s “The Show” — a coveted recognition of advertising greatness as judged by industry professionals.
