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.
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.
View the full case study.
Work + News
Upwork goes nationwide
This week marks the launch of Upwork’s first national campaign. Broadcast TV, digital video and radio show us how all our offices could, in fact, be much larger than we realize.
Chinese frozen food brand, InnovAsian, was languishing with low awareness and living in the long, chilly shadow of category king, PF Chang’s. Fix that, they said.
New business and beyond
DC is pleased to announce the arrival of Noel Johnson as our first director of marketing and client engagements.
A new leader in a new role
Gary Stein joins DC as our first chief integration officer. He’s here to accelerate collaboration between strategy, media and creative.
Nicotine: the teen nightmare
Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.
How sweet (and also tart) it is
It’s not just the sugar talking when we say that we’re so fired up about our new client: iconic candy brand and childhood favorite, SweeTARTS.
Keepin’ it real in HR
Buy stuff, get Steph
Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player.