Don't DIY Insurance

Raise your hand if you’ve heard of Comparion Insurance? That’s what we thought. Comparion is a relatively new insurance brand with an audience awareness hovering around zero. That's the bad news. But they have a strong position as a company whose agents live in the neighborhoods they serve, and their customers actually love them. That's the good news. So, our job was to make an introduction of the Comparion brand to highly targeted online audiences with their first ever broadcast campaign. And to do it all for less than $90,000. "There's no greater freedom than a well-defined box that’s filled with not a lot of money," a smart person probably once said. We agreed with that hypothetical smart person and dove in with the parameters in mind and tapped into a cultural insight that told us people, now more than ever, are attempting to do insurance by themselves - DIY style - and it was backfiring on a regular basis. In solving that problem, we found our hook: Don't do insurance by yourself. Do insurance with Comparion. Cultural truth, check. Campaign concept that solves a real problem, check. A tiny budget with a scrappy team and ambitious, collaborative clients, check, checkity check.