Esurance Unveils New National Advertising Campaign and Updated Brand Identity
San Francisco, CA — June 7, 2010
A new advertising campaign for Esurance, the direct-to-consumer personal auto insurance company, debuts nationally today. It showcases an updated brand identity and introduces an ensemble cast representing the dedicated employees of Esurance. The campaign launch is the result of the company's partnership with Duncan/Channon. Esurance selected the creative agency last fall to update their brand positioning and advertising.
The New Brand
After many years of showcasing the adventures of its pink-haired spokesperson Erin Esurance, the company decided it was time to turn the cameras around and show the human side of Esurance.
Esurance President and Chief Executive Officer Gary Tolman said, "We've leveraged great brand equity in Erin over the years, and she's played a significant role in making us the third-most shopped auto insurance brand among online consumers. As Esurance continues to grow, we're expanding our target customer base and want to show consumers that our company offers not only innovative technology, but also superior around-the-clock customer service."
Chief Marketing Officer John Swigart said, "Consumers told us they felt they had to compromise when making their auto insurance buying decision, having to choose between useful online tools or personalized, human interaction. However, they are really looking for a company that will provide them the best of both worlds: great technology along with a human touch."
He continued, "Since Esurance has been providing that kind of experience since our earliest days, it was a great opportunity to highlight how we can meet consumers' needs. Our core strengths are reflected in the ads and a new tagline — 'people when you want them, technology when you don't™.' It's a simple concept, but one that Esurance is strongly positioned for."
As part of its updated brand positioning, Esurance also changed its logo and created a new brand identity system. Swigart noted, "Our new brand identity is modern and friendly, and conveys the approachability of Esurance."
The New Ads
Five television ads have been produced, and more will follow. The new campaign features employees working together to deliver a great experience to its customers, whether over the phone or online, while infusing a bit of humor into the everyday life of an office. Although their jobs are different, they share a common goal of saving customers money on auto insurance while providing quality service.
What about the animated spokesperson, Erin? She lives on in the new campaign, but in a unique way. Swigart stated, "We portray her to viewers in much the same way that we see her in our own offices — as our corporate icon."
Swigart added, "We're excited about our new creative direction. The live-action spots are certainly a departure from our early days, but we see this as an opportunity to stand out in our competitive category once again."
The new TV ads can be seen starting this week on major networks, and will be shown during the NBA Finals, as well as original episodes of series like "Mad Men" and "Top Chef."
Follow the link to view the new Esurance television ads.
Esurance, a subsidiary of White Mountains Insurance Group, Ltd. (NYSE: WTM), provides personal auto insurance direct to consumers online and through select agents, including sister company, Answer Financial. 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 car insurance quotes, view comparison quotes, buy an Esurance policy, and print their 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.
Answer Financial, also a subsidiary of White Mountains, is one of the largest independent personal lines insurance agencies in the country. Answer Financial offers comparison quotes and provides auto and property insurance from more than a dozen top-rated insurance companies through its website, www.answerfinancial.com, and over the phone.