Mass. Assoc. of Insurance Agents
Role: Associate Creative Director
MAIA represents independent agents all over Massachusetts — and it was their first time making a splash with a digital-only marketing campaign. The problem they were solving for: consumers don’t understand the value of using an independent insurance agent over Geico or State Farm directly. With this campaign, we set out to “edutain” people about agents’ value while celebrating individuality and targeting our audience at key life stages.
It became a match-making site of sorts for consumers and agents. I developed the campaign tagline, “Live Boldly. Prepare Accordingly.” while working with the team to develop a multi-channel ad campaign and microsite that humanizes agents and shows why independent is better.
The tone is snarky yet educational as users fill out basic information in order to get matched up with individual agents in their area — they’re not simply sent to an agency website. Agent profiles are complete with interests, community activities, and favorite sports to name a few. Tips and tidbits around the site promote the value of an independent agent. View the video walk through below.
Bold Locals Videos
In a series of 15-second spots, we set out to grab people’s attention, break through the insurance clutter out there, AND educate people on the benefits of an independent agent. It’s a lot for 15 seconds. See how we did.
Getting attention is totally different with audio.
Edutainment can’t be complete without banner ads driving to the microsite. They key was just enough info to get people prepared and ready for the site experience.