While many insurance companies cater to a national audience with their marketing approaches, Pemco insurance, based in Seattle, is focusing on the residents of the country’s left hand corner, pledging allegiance to their specific insurance needs.
With help from Periscope, Pemco is launching its first campaign launch in a decade, supporting a range of consumer insurance needs, including auto, home, renters, umbrella and boat insurance. The marketing strategy highlights why it matters to have people who understand you in your corner, especially when understanding the needs of Northwesterners.
The anthem spot shows shots of places and people in Washington and Oregon, from the distinct skyline of Seattle to the rugged Oregon coastline and people doing very Northwest things, like hiking, biking, designing clothing and scootering along a pier, while a commanding voice over states that Pemco pledges allegiance to the people of the Pacific Northwest and all they do.
The spots highlight specific types of insurance, like auto, where a couple tries to race to their car in a driving rain storm, or home insurance, which plays a typical craftsman home as a ‘wild animal sanctuary’ for a bunch of uniquely playful children. Another video highlights clips of disasters, like a car driving through a garage door or a flooded garage or a suburban tree being felled into a neighbor’s house.
Other campaign elements include a new website, connected TV, digital video, social media and out-of-home (OOH).
Client: Pemco Insurance