When we met PEMCO, the largest independent property and casualty insurer in the Northwest, they were getting lost in a world populated by cavemen. At the time, sales were declining and they were being outspent 15 to 1 in this market by the largest national competitors. Now PEMCO is the most preferred brand people consider when shopping for insurance in the region. What happened? Let’s just say we created some personality.
Research revealed two valuable insights. First, people don’t like insurance. Second, people love the Northwest. We concluded the way to sell Northwest people on PEMCO was to sell PEMCO with Northwest people. By taking this approach, we could increase PEMCO’s likeability, change the market’s perception and get on the shopping list more often than not.
The campaign launched in television, radio, print, out-of-home, online and through strategic partnerships. The idea was to shine a light on the unique, quirky, offbeat characters that make the Northwest special, and clearly establish PEMCO as the local favorite.
Advertising turned consumers into fans with Northwest Profiles who were “A lot like you. A little different.” The shift in brand perception has been dramatic, and people clearly identify with the PEMCO brand. In fact, the intent to shop PEMCO increased 300% in the last tracking study. Unaided brand awareness was up 77%. And policy sales were 25% better than the prior year.