Have you seen the new Esurance commercials where they claim that in just 7½ minutes, you can save money on car insurance? The newest ad stars Beatrice, an “offline over-sharer” who “posts” her vacation photographs by literally taping them to her living room wall, which she thinks is saving her so much time and is so much quicker than (snail) mailing them. Quick like getting a quote for car insurance in 15 minutes. Beatrice’s baffled friend says that she can save more than that in ½ that time. Beatrice “unfriends” her since she doesn’t understand. But it is Beatrice who does not understand that is not how any of the things she does works. The commercial is funny and effective.
The Esurance online insurance company, backed by Allstate, has been trying to position itself as a modern insurance company, with better services and savings. To anchor into the consumer’s mind that Esurance is the better way to do things, the advertising stresses that it NOW only takes 7 ½ minutes to get a better insurance quote. Exactly HALF the time it takes Esurance competitor Geico. This is a more modern approach and memorable.
The integrated marketing campaign Esurance created puts some teeth behind its slogan “Insurance for the Modern World” by having several ways consumers can become involved with the Esurance brand: an interactive website, an excellent Esurance blog, a Twitter account, a FaceBook page, a Google + account and a many YouTube postings. The deep penetration into the social media world by Esurance certainly does cement the notion that they are indeed modern. Their up-to-the-minute posts and involved consumer interactions create brand loyalty and trust. I was impressed with their social media strategy and I do feel welcomed into Esurance’s modern world.