Esurance

Nancy Abraham, VP of Advertising
Darren Howard, VP of Marketing

Leo Burnett/Arc Worldwide *Lead Agency

Susan Stefaniak, SVP, Acct. Director
Josh Raper, SVP, Acct. Director
Brian Shembeda, EVP, Creative Director
Jeff Candido, VP, Creative Director
Travis Lampe, Associate Creative Director
Jesse Dillow, Associate Creative Director
Matt Blitz, Executive Producer

Starcom MediaVest Group *Lead Agency

Gina Jacobson, SVP, Group Media Director

Super Bowl XLVII: Esurance bought the first commercial after the game, saving $1.5 million. We created #EsuranceSave30 to give that money away to one winner. Our objectives: increase brand awareness, drive quotes and generate social participation. John Krasinski, Esurances brand voice and celebrity, kicked things off; people had 36 hours to tweet #EsuranceSave30 for a chance to win. We leveraged PR, digital media and social platforms to tease the campaign and maintain momentum until the giveaway on Jimmy Kimmel Live. The results? Awareness jumped 30% while quotes hiked up 43%.