The insurance industry is one of the most competitive and prominent advertising landscapes, with brands spending over $10 billion annually. Amid this fierce competition, insurance companies must create engaging and memorable ads that go beyond the norm to resonate with audiences, keeping their brands top-of-mind for when they are ready to buy. So, which brands are rising to the challenge?
Using MarketCast Brand Effect, the trusted standard for measuring upper-to-mid funnel advertising and recall, we’ve analyzed some top-performing ads in the insurance sector to explore what drives standout ad creative.
State Farm: Like a Good Neighbaaa
State Farm’s ad “Like a Good Neighbaaa” is a masterclass in branding. The spot integrates the star power of Arnold Schwarzenegger and Danny DeVito with prominent brand cues via its iconic red polo shirts and repeated (albeit hilariously mispronounced) tagline.
Allstate: Mayhem – Bet
Allstate’s ad featuring Mayhem personified “Bet” stands out as the most memorable in the lineup, humorously illustrating the consequences of losing a bet (just ask your friend who came in last place in their Fantasy league). The spot uses relatable humor and a distinctive scenario to leave a lasting impression on audiences.
Liberty Mutual: LiMu Emu – Replaced Reel
Another model of excellent branding, Liberty Mutual achieves strong Ad Breakthrough with its “LiMu Emu” series thanks to distinctive brand cues, including its vibrant yellow intro and distinct voiceover paired with its memorable spokespeople—a dynamic duo of man and emu.
USAA: Enterprise – Gronk Serving
Despite being less familiar to the general public, USAA stands out due to its unique membership criteria (catering solely to military members and their families) and the endorsement of former NFL player Rob Gronkowski. The brand’s ads are impactful not only due to the celebrity presence but also because of their clear and straightforward messaging.
Progressive: Jamie – Getaway Driver
Progressive’s ads stand out thanks to the memorable characters the brand has developed over the years. What began with the iconic “Flo” has expanded into a diverse roster of personalities, including “Jamie,” who stars in the ad “Getaway Driver.” The laugh-out-loud scenario of a bank robbery escape gone awry expertly uses humor to promote the brand’s safe driving incentive, Snapshot.
MarketCast Brand Effect is an always-on measurement tool that tracks ad resonance in real-time from audience’s natural viewing environments, backed by decades of norms and benchmarks. Contact us to get started on optimizing your advertising campaign effectiveness!