Insurance falls under one of those categories of conversation that many people avoid as much as possible. It’s the decade old toy in the corner that only gets attention when everything else is taken. It’s the week old lasagna sitting in the fridge that only gets eaten when there’s nothing else left. Nevertheless, despite these negative stigmas surrounding the insurance industry, some companies have found a way to sound endearing and make us realize that it’s not so bad after all. With unique messages of hope, help, and harmony, the following three companies have found a way to hit the mark with consumers.
State Farm – “Like a good neighbor, State Farm is there”
You probably just sang that phrase to the classic State Farm tune in your head as you read it, right? Well, that’s kind of the point. State Farm is best known for feeling more like a friend than a foe compared to its more corporate-feeling competitors. State Farm forgoes typical business jargon used by most insurance companies and instead emphasizes strong community ties and sincere customer service in a clear, simple message: we’re here to help. By reiterating this point of being a good neighbor, State Farm is able to foster a (seemingly) more sincere relationship with its consumers.
Nationwide – “Nationwide is on your side”
Another jingle! This half a century old slogan stands the test of time for a reason: it’s authentic. Everybody wants somebody on their side. Nationwide took that exact desire and spun it to work for their unique insurance model. And they made it even more contemporary by bringing in superstar quarterback Peyton Manning to do the singing in their latest ad campaign. In a recent interview with The New York Times, Adam Taylor, president of Ogilvy & Mather Advertising New York (Nationwide’s ad partner), stated, “In the case of Nationwide, I think it’s been a competitive business advantage to stay true to the line.” Authenticity really does go a long way. Having one of the most recognizable NFL players sing it while folding laundry doesn’t hurt either.
GEICO – The GEICO gecko
Though not necessary one message, the GEICO gecko drops some serious knowledge every time he appears in an advertisement. Deemed the first ever “spokescreature,” numerous companies have followed suit with their own creatures in search of similar positive results. How does GEICO do it? They stay unique. After a period of time, a talking gecko doesn’t appear all that unique anymore. But give him a car and a sense of humor and you’ve got yourself an ad that works. GEICO continues to elevate in terms of unusual and extraordinary content with it’s gecko – keeping consumers attached to the overall message: a 15-minute call could save you 15% or more on car insurance.