The results
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.
3M
post engagements on social
2x
web traffic increase
9%
lift in ad recall rate
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 strategy & solution
Betty, a Quad agency, deployed:
Holistic video-centric campaign
“A Lot Can Go Wrong,” created a “home team” affiliation through local professional sports franchise TV sponsorships and integrations. We extended this approach to audio streaming of live game broadcasts.
Social video
Designed and produced specialty items, including custom-mold teacup awards, on-site signage and branded pieces for both guest and talent areas.
Paid media
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.
Marketing experience solutions: MX: Creative and MX: Media
Products: Campaign ideation, content creation and omnichannel media
Industries: Financial Services
