EVERY MANIFESTO by SapientNitro Chicago for Traveler's Insurance

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EVERY MANIFESTO

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Industry Insurance
Media Direct marketing
Market United States
Agency SapientNitro Chicago
Associate Creative Director Noah Scheiner
Creative Director Chiny Chewning, José Miguel Reyes
Account Supervisor Jessica Cote
Released May 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: TRAVELERS INSURANCE
Product/Service: CONSUMER INSURANCE
Agency: SAPIENTNITRO
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: SAPIENTNITRO, Miami, USA
Creative Director: Chiny Chewning (SapientNitro)
Creative Director: Jose Reyes (SapientNitro)
Associate Creative Director: Noah Scheiner (SapientNitro)
Account Supervisor: Jessica Cote (SapientNitro)
Senior Art Director: Carolina Cairone (SapientNitro)
Media placement: TV Campaign - 4 Spots - National Network Buy - e.g. NBC, CBS, ABC, ESPN, Food Network, FOX NEWS, - 1 June 2009
Media placement: CINEMA - :60 Spot - Denver and Hartford - 1 June 2009
Media placement: BILLBOARD - Hartford, CT, Florida - 1 June 2009
Media placement: Bus Wraps, Light Rail interios cards, station cards - Denver, CO; Hartford CT; Metro North Line - 1 June 2009
Media placement: Online display - Yahoo, AOL, MSN, Google, Ad.com; eBay Motors, eBay, WSJ, FoxNews, New York Times - 1 June 2009
Media placement: Grassroots Marketing- 32 events - Hartford, CT area; Pittsburgh, PA; Columbus, OH; Whiting, IN; Chicago, IL; - 22 June 2009

Describe the brief/objective of the direct campaign.
As a challenger brand, Travelers wanted to stand up to the insurance giants and become a household name for auto insurance. The competition was out there, loudly promising cheap and fast, so Travelers looked to promise something people really need in their insurance – Better coverage. Because the real reason people get insurance is to cover the people they love and the things they've worked hard for. Enter the Manifesto Campaign— real people saying what’s important to them.

Explain why the creative execution was relevant to the product or service.
Travelers was looking for a challenger-brand strategy to nationally launch and build a direct-to-consumer brand. The strategy of all the champion brands in the market focused hard on price, so we looked for something different. When you’re fighting a giant with an 8-foot spear, you can’t bring a 4-foot spear. You have to think about rocks. We were challenged to expand the consideration criteria in the auto insurance market.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Manifesto campaign included four television spots, out-of-home placements, social media, an iPhone app and even a grassroots bus tour and microsite asking people across the country 'What's important to you?'.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
1) Registered quotes increased 411% over last year's numbers to 206,705 (over 5x the quotes). 2) Travelers unaided brand awareness went up 30% after 2 months of TV. 3) Online hits went up dramatically after our manifesto campaign launched. 4) The grass roots campaign was an overall success and agents received over 1,600 leads from the bus tour alone.