To keep growing, this pioneering online car insurer, which had catered to a younger demo, needed to persuade older, more discerning consumers of its stability, reliability and humanity. Rebrand 100 winner.
Once an internet bubble baby, represented on TV by a cartoon super-agent, the company had thoughtfully honed its technology to give users an uncluttered, unimpeded, utterly functional — yet friendly — experience. The sweeping rebrand both signaled and revealed the transformation.
“Cartoon car insurance” is what focus groups had dubbed it. Consumers had trouble believing there were humans behind the internet facade. The campaign promised there was a wacky office full of down-to-earth, eager-to-please peeps, who would be there when, as the intentionally verbose tagline notes, you need more than a well-designed website to guide you.
Bus sides and boards further spread the news that Esurance is not just the easiest place to get car insurance, but the most friendly and reliable.
The essence of the brand — that it’s no-b.s. car insurance for the modern consumer — carried through to the design of the new website, which also picked up characters from the TV.
Work + News
Catching “Waves” with Kelly Slater
Fresh off an exclusive in Adweek, our latest work for Kona Brewing is ready to make waves all summer long. And this time surfing legend Kelly Slater is along for the ride.
Croom talks director role with Adweek
DC is proud to announce Kumi Croom’s new role as DC’s first director of diversity and collaboration. Check out Kumi talking with Adweek about her goals and the progress she’s already helped to usher in.
Vaccination: our state’s best shot
As reported in AdAge and Adweek, DC was awarded the state’s $40 million campaign to bolster public confidence in Covid-19 vaccinations. And work is already underway on this critical effort.
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
InnovAsian: The Next Generation
DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
Beautyscape in the Bahamas
Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.
SweeTARTS' Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.
Even the mild-mannered have something inside that drives them wild. And thanks to StubHub that wild thing is busting out all over.
Gap · Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.