{"id":3230,"date":"2022-07-27T01:21:42","date_gmt":"2022-07-27T05:21:42","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/07\/27\/american-insurance-ads-are-damn-good-a-look-at-why-we-love-them-remember-them-and-why-they-resonate-with-us-year-after-year\/"},"modified":"2022-07-27T01:21:42","modified_gmt":"2022-07-27T05:21:42","slug":"american-insurance-ads-are-damn-good-a-look-at-why-we-love-them-remember-them-and-why-they-resonate-with-us-year-after-year","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/american-insurance-ads-are-damn-good-a-look-at-why-we-love-them-remember-them-and-why-they-resonate-with-us-year-after-year\/3230\/","title":{"rendered":"American Insurance Ads Are Damn Good. A Look at Why We Love Them, Remember Them and Why They Resonate With Us Year After Year."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em><strong>By Jon Evans, Chief Customer Officer, System1<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Geico Gecko and those infamous cavemen. Flo from Progressive. Professor Burke from Farmers. LiMu Emu. Jake from State Farm\u2026 the list is enviable and you know what? Mention the brand and these characters come to mind. Why? Because these insurance brands nailed their use of fluent character devices. More than a mascot or a slogan, fluent devices\u2013or rather, these characters\u2013drive the brands\u2019 creative like a unifying force.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In fact, at <a href=\"https:\/\/system1group.com\/\" aria-label=\"system one, click to visit website\">System1<\/a>, we\u2019ve found that campaigns with fluent devices are 23% more likely to generate very large share gain and 22% more likely to generate very large profit gain effects, than the average\u2013all to say, that brands that make use of them can go far with customers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But American insurance brands\u2026 well, they\u2019ve created magic as a pack, with each of the five taking up valuable brain space in our memory banks. But are these characters in danger of being played out? Are they at risk of losing their distinctiveness, which in turn aids their effectiveness?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The short answer: No. Nope. Not at all.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A review of System1\u2019s database for recently tested ads in this sector provides a veritable case study in utilizing fluent devices effectively\u2013specifically characters and creative tropes\u2013to drive distinctiveness in an otherwise crowded category. Data shows that using fluent devices remains a tried-and-true approach toward not just helping viewers remember your brand but to simultaneously create memorable, even lovable ads that can help insurance brands grow in the long term. In a review of 200 of the most recent ads in the category, we found that ads using a recognizable brand character or distinctive creative style or scenario perform markedly better with consumers than ads that don\u2019t. In fact, across the category, these ads score a half-star better than ads lacking fluent devices (2.4 versus 1.9), indicating meaningfully stronger potential to help brands grow market share in the long term. These ads also have an advantage when it comes to brand recognition (92% versus 86%).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Geico<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Geico has famously played with a variety of recognizable creative conceits, recently running a campaign that asks people \u201cSo what are you waiting for\u201d as a set up for a humorous scenario, <a href=\"https:\/\/content.jwplatform.com\/videos\/pft6OLkI.mp4\" aria-label=\"like in this add, click to open mp4 player to watch\">like in this ad<\/a> where the <a href=\"http:\/\/report.testyourad.com\/report\/041f20f8-a699-4679-a940-e4e913b0fabe\" aria-label=\"world's strongest man helps, click to see on report dot test your ad dot com\">world\u2019s strongest man helps<\/a> a regular guy breakdown cardboard boxes. Ads like this have helped make Geico the reigning king of distinctive insurance advertising. But if we know anything about Geico, we know that it\u2019s not just scenarios\u2013they\u2019ve been relying heavily on <a href=\"http:\/\/report.testyourad.com\/report\/d20292dd-c273-4381-82fe-53c17cb4c4f9\" aria-label=\"a cheeky cartoon gecko, click to see on report dot test your ad dot com\">a cheeky cartoon Gecko<\/a> for years and he drives some of the most impressive responses in the category. Ads where he appears have an average Star score of 3.2\u2013astronomical for financial services.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>State Farm<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">All to say that now is not the time for Geico to rest on its laurels, as competitor brands are fine-tuning their approach toward fluency. An interesting insurgent in the last couple of years is State Farm, thanks in part to their affable agent <a href=\"http:\/\/report.testyourad.com\/report\/a2c12130-6327-4705-a9bc-b133364183c6\" aria-label=\"jake from state farm, click to see on report dot test your ad dot com\">Jake from State Farm<\/a>. The provider has also invested heavily in big name athletes like Patrick Mahomes, Chris Paul and Aaron Rodgers but what\u2019s truly fascinating\u2013and a takeaway for any of us\u2013is that the data suggests that a focus on Jake is actually more effective\u2026 meaning State Farm could repurpose the money they spend on celebrities to focus on promoting ads that feature Jake in all of his relatable glory. Point in fact, that ads that feature Jake interacting with regular people score 2.3 Stars on average compared to only 1.8 stars for ads that feature celebrities.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Progressive<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You might not know Stephanie Courtney by her given name but you certainly know Flo, the fictional salesperson she\u2019s played for Progressive since 2008. Over the years, there have been many <a href=\"https:\/\/testyourad.system1group.com\/report\/8004433C-32B6-4DAD-8AA3-AB06AFC53C37?categoryIds=14\">ads featuring Flo<\/a>, with the brand investing not only in her presence but also in developing a rich storyline. Viewers continue to gain additional insight into Flo\u2019s family life, social circle and even her love interest with the recent addition of Jon Hamm. While the scenarios provide variety, one thing is consistent\u2014you can typically expect an appearance from the comedic character and her group of fellow insurance friends. Progressive ads featuring a character device average 2.2-Stars compared to 1.87-Stars for ads that don\u2019t.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Farmers<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Farmers certainly knows a thing or two about fluent devices because they\u2019ve also leveraged a recurring character and scenario for years. Since 2010, actor J.K. Simmons has starred as Professor Burke in the insurer\u2019s ads. Many of the professor\u2019s ads are set in the same way \u2013 he walks a policy holder through an <a href=\"https:\/\/testyourad.system1group.com\/report\/5356C4C2-0A8F-4822-B4E2-15DB0D5B73E3\" aria-label=\"almost unbelievable disaster, click to see on test your ad dot system one group dot com\">almost unbelievable disaster<\/a> that is actually a real claim covered by Farmers. In recent years, the company has also added in different Professor-driven spots that deviate from the \u201cwe\u2019ve seen a thing or two\u201d concept. But one thing is consistent\u2014they always play with humor, even when highlighting safe driving discounts and other \u201cPolicy Perks\u201d that might otherwise seem a bit dry. It\u2019s almost impossible to find a Farmers ad that doesn\u2019t feature Simmons as Burke\u2014and with good reason. Since 2018, ads featuring the actor average 2.95 Stars.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Liberty Mutual<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Like Farmers, Liberty Mutual makes use of both recurring scenarios and characters. For the former, its <a href=\"https:\/\/testyourad.system1group.com\/report\/CDAA46E3-C234-47CF-B215-8283978143AC?categoryIds=14\" aria-label=\"quote truth tellers end quote campaign, click to see on test your ad dot system one group dot com\">\u201cTruth Tellers\u201d campaign<\/a> places a diverse range of customers in front of the Hudson River and Lady Liberty. From a DJ to a caricature artist to a boardwalk vendor, everyone benefits from customized insurance. Created by Goodby Silverstein &#038; Partners, the long-running campaign launched in 2014. In 2019, the brand launched LiMu Emu and Doug, a dynamic yet unexpected pair. And while Doug does all the talking\u2014LiMu is just a large bird after all\u2014the ads lean heavily into humor to drive feelings of happiness and surprise. But which drives better long-term brand building? It\u2019s a close race, with LiMu and Doug averaging 2.4-Stars and recurring scenarios averaging 2.3-Stars.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A review of System1\u2019s database for recently tested ads in this sector provides a veritable case study in utilizing fluent devices effectively\u2013specifically characters and creative tropes\u2013to drive distinctiveness in an otherwise crowded category.<\/p>\n","protected":false},"author":7,"featured_media":3231,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-3230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>American Insurance Ads Are Damn Good. 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