We created the Terrible Quotes campaign to address a “hard market” in the insurance industry – insurance rates going up across all providers due to lower gas prices (cheap gas = more drivers = more accidents/claims). Building off of a very successful digital campaign, we had some fun pointing out how easy it is to get a great quote from SafeAuto can give you by highlighting the terrible quotes that are out there in the world. (Especially lately)
Philosophy
Car insurance shopping is a grudge purchase, something that has to be done legally. Let's acknowledge the terrible to showcase how easy it is to shop SafeAuto.
Problem
When gas prices are low, more people drive. This makes Car insurance rates rise. When rates go up, people shop for new policies. SafeAuto needed to get into the consideration set while being outspent 20 to1.
Result
During the initial launch period results new quotes increased by 22% increase (YoY) while new sales went up 26.8% . 4th quarter 2016, new quotes jumped 43.6% while new sales increased 34.5% . First quarter of 2017, new quotes grew by another 58.2% while new sales climbed by 77.3% . That’s a quote we’ll happily hang on our wall.