Esurance launches integrated campaign

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Car insurance company Esurance has launched an integrated ad campaign in conjunction with its agency Leo Burnett that attempts to “elevate” the online car insurance shopping conversation, a company spokesman confirmed in an email.  

The campaign — which includes online videos, social media, online radio and TV — is targeted to consumers who shop for and buy car insurance online. The campaign will include direct mail tests, and Esurance is also considering expanding it to mobile, said Danny Miller, senior PR manager at Esurance, in an email.

This campaign is the first national effort for the brand since they were purchased by Allstate in October. It is also the first collaboration between Esurance and Leo Burnett, which was hired in September to help the insurance build its brand awareness.

Actor John Krasinski, star of the NBC TV series The Office, does the voice-over for the first 30-second spot, which goes directly after a competitor. “What makes you trust a car insurance company,” asks Krasinski in the ad. “A talking animal character?”

“We think consumers are tiring of the escalating silliness of many car insurance commercials, many of which focus solely on price,” said John Swigart, CMO of Esurance, in a statement.

The New York Times speculated that this is directed specifically at competitor Geico.

Miller said the point of the new campaign is to “elevate the conversation to connect emotionally with our prospects and instill confidence in their choice to quote and buy from Esurance.” He said Esurance's desired audience is 25-to-49-years old, married and “comfortable conducting business online and using technology and the Internet to do their own research.”

Geico could not be immediately reached for comment.

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