Esurance Customer Lands Starring Role in Latest Animated Adventures
San Francisco, CA — February 1, 2008
Esurance, the direct-to-consumer personal auto insurance company, announced the launch of its newest advertisements featuring the company's animated icon, Erin Esurance. In the latest animated commercials produced with W!LDBRAIN, Esurance incorporates live action for the first time in the campaign's 3-year history. Casting for one of the live action stars even benefited a worthwhile cause.
In May 2007, Paul Mackinaw was invited by a friend to attend a charity auction benefiting Urban Services YMCA. The San Francisco event was sponsored by Esurance, which donated the opportunity to appear as a voice in one of Esurance's animated commercials. Mackinaw, an Esurance customer since January 2002, was the highest bidder for the opportunity. While Mackinaw knew that he was providing funds for a worthwhile organization, he was unaware that his winning bid would eventually land him a starring role in 2 30-second advertisements.
Kristin Brewe, Esurance's Director of Brand & Public Relations, stated, "When we decided to offer the opportunity for the auction, we limited it to a small voice part. Then we met Paul. When we discovered that he was an Esurance customer and saw how articulate and engaging he was, we decided to offer him a starring role with Erin Esurance."
Mackinaw was admittedly surprised when Brewe asked if he would appear in two commercials based on his descriptions of his Esurance experience. In the commercials, Mackinaw is transformed from live action to an animated version of himself, requiring him to act in front of a green screen. Animated sequences then show Mackinaw engaged in some of his favorite pastimes — outdoor pursuits and travel. Mackinaw explained, "It was really a neat experience. It was cool to get behind the scenes and see the magic happen. It also made me appreciate that acting really is hard work."
Brewe added, "Paul did a great job telling his own Esurance story. Who better to talk about the company than one of our loyal customers? It's people like Paul who have put our company on the map and who have supported our community outreach over the years, as evidenced by Paul's support of a worthy cause like Urban Services YMCA."
Esurance, a subsidiary of White Mountains Insurance Group, Ltd. (NYSE: WTM), provides personal auto insurance direct to consumers online and through select online agents. Esurance is dedicated to constantly improving the way people shop for, buy, and manage their auto insurance. By combining the best of technology with industry know-how, Esurance is able to offer hassle-free coverage with 24/7 customer service and claims handling at competitive prices.
Through Esurance's website, www.esurance.com, customers can get instant quotes, view comparison quotes, buy an Esurance policy, and print their proof of insurance cards — all in minutes. Esurance also offers policyholders the ability to make policy changes and file claims instantly online, demonstrating its commitment to improving the entire insurance process from quote to claim. Esurance is proud to champion equality in the marketplace and workplace through measures such as its national Pride Steering Committee and support of LGBT events nationwide.