Esurance rebrand launches with TV, cinema, interactive, OOH
Posted in Broadcast, Esurance, News, Design, Outdoor | 7 June 2010 | by D/C
Seven months in the making, Duncan/Channon’s new work for Esurance, one of the country’s leading car insurers, debuted today all over the damn place.
TV spots, part of a new live-action campaign called “Techie Feely,” began airing nationally on the NBA Finals and 40 cable networks, including FX, ESPN, Bravo, Discovery, TNT and A&E, accompanied by a comprehensive interactive and social media initiative. A nationwide out-of-home effort, starring the TV characters, kicks off in late June, along with national cinema advertising. In addition, as part of the launch, Esurance is introducing a new corporate identity, created by D/C.
Annual marketing spend is $100 million-plus. (Watch the spots and see more after the jump.)
In a departure from the animated heroics of past advertising, which starred the pinkhaired “special agent” Erin Esurance, this TV campaign introduces the people behind the company, a quirky cast of staffers who seem to have divided their office into a “Techie” camp – comprised of programmers – and a “Feely” camp – made up of sales and claims reps who help customers over the phone. The jockeying for recognition among the groups drives the comedy, while offering a perfect framework for a message about the company’s innovative products and commitment to service – no matter how customers receive it. The tagline, which flips from commercial to commercial, depending whether Techies or Feelies are featured, is: “Technology when you want it, people when you don’t.”
Five commercials have been finished, and production on additional executions is scheduled for early fall. The spots were directed by Fred Goss, who has a stellar resume as director, writer and producer on commercials and ensemble comedies, including his own TV series last year on ABC, “Sons and Daughters.” The production group was Company Films of L.A.
The revamped identity system and new type-only Esurance logo is designed to deliver a singular message: that the company that pretty much invented online car insurance continues to innovate on behalf of busy consumers, relentlessly striving to make the process of buying or using its products more intuitive, more convenient, more transparent and – yes, Feelies – more friendly. It’s about smartness in the service of simplicity.
Duncan/Channon was awarded agency-of-record for Esurance this past September.
“Dedicated”
“The Saver”
“Coverage Counselor”
“Hug It Out”
“Error”
Corporate identity system
Out of home
Site RSS feed
Dale Berkebile | 15 June 2010, 1:13 pm | Comment link
I really like the brand you recreated for Esurance. I think it is strong and professional and I’ll be interested in seeing how the new brand gives the old insurance companies a run for their money. I can not think of another insurance company that has a solid modern look like this. Great design work.
One thing I am curious about though is how the transition is going to go. It seems like this will totally undermine past marketing efforts with the younger crowd that may have really related with the animated fun commercials of the past. I’d love to hear your thoughts on this.
Also if anyone would like to vote on the quality of this new logo/brand vs. the old logo/brand please feel free to check out the poll we set up on the Brandwise Branding Blog article – “Esurance Rebranding”.
Thanks and keep up the good work Duncan/Channon!
robert duncan | 15 June 2010, 11:04 pm | Comment link
Thanks, Dale. We imagine that the new marketing will have no negative effect on the young people. In fact, we expect to keep the young and pick up some of the older, more settled consumers. And so far, so good. (Though it’s not very far.)
Schumer | 25 June 2010, 12:23 pm | Comment link
It feels very dark… overwhelmingly dark and with no energy. The rounded Arial typeface is a very fad oriented choice, but it is a thoroughly tried, tested and implemented (twitter, tmobile, etc.) way to communicate approachable. Other than that, it seems like an odd choice to completely toss out all that brand equity with a total re-brand. This struck me as an odd choice. Congratulations on landing the client, though. Some of these comments could be for lack of knowledge of the clients current and future goals.
esurance drops the animated girl for programmers and customer reps | Jason Shen | 2 August 2010, 9:28 am | Comment link
[...] that car insurance is about service in both technology and human interaction. Here’s what Ducan / Channon says is the main message of the [...]