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.

 

Media: 

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

 

Result: 

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.