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Baltimore Equitable Insurance




Business Objective: 

Baltimore Equitable Insurance (BEI) —a homeowners insurance company that’s been around since 1794 — needed to raise awareness of its perpetual insurance product to the people of Maryland.


Brand Strategy: 

The strategy was to develop BEI into a "brand" and develop an integrated brand campaign that explained the key benefits of perpetual insurance and underscore those benefits by emphasizing that BEI has been around since 1794 and thus was a stable and prosperous company.


Brand Campaign: 

A brand campaign was developed featuring the line "Perpetually good homeowners insurance. Since 1794."The campaign repeatedly emphasized the three key benefits of perpetual insurance, namely: customers pay one lump sum up front and are perpetually covered after that; no matter how many claims they make their insurance rates will never increase; and when they cancel their policies, they get all their money back.



Website, digital ads, radio, social media, search engine marketing, direct mail, collateral, stationery



The brand campaign was an enormous success for BEI and generated fantastic results. In the first 8 weeks of the campaign, website traffic increased by 249%, leads increased by 21%, with the campaign being responsible for 65% of all leads generated in that period and sales went up 22%. Conclusive proof that if you want a great financial services campaign, hiring Brainwave is your best policy.

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