Esurance

Business Objectives​

• Launch and scale the business via brand response TV​
• Drive qualified quote volume to Esurance.com​
• Maintain awareness and SOV objectives​

Target Audience​

• Adults 25-49​

Media Channel​

• National Cable, Network, Syndication, Satellite​

Buying Approach​

• Use national cable as foundation of buy to efficiently drive volume and customer acquisition​
• Efficiently scale campaign beyond cable into high profile network inventory to increase reach and lend a “brand” feel to mass acquisition campaign (Broadcast Prime, NFL, NCAA, Olympics, US Open)​
• Execute an “always on” flighting strategy to achieve monthly SOV and reach/frequency goal​

Results​

​

• 12 years and a half billion dollars later, we continue to manage their communication program, and have aided in establishing the brand as a key player in the insurance category​
• Continuously expanding media mix, while maintaining efficiencies, into VOD, syndication, satellite, local cable, regional sports cable, OTT, print and radio​