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Esurance
Pass It On

RAN IN: North America

CLIENT
Esurance

Alan Gellman, Chief Marketing Officer
Nancy Abraham, VP of Advertising
Helena Ghez, Director of Media
Sarah Evans, Social Media Comms Specialist
Michele Jacobs, Senior Manager, Integrated Marketing

AGENCY
Leo Burnett/Arc *Lead Agency

Susan Stefaniak, SVP, Account Director
Brian Shembeda, EVP, Creative Director
Jeff Candido, VP, Creative Director
CJ Nielsen, Account Director


Starcom *Lead Agency

Gina Jacobson, SVP, Group Director


SUMMARY

How can Esurance, a relative newcomer to an already crowded category, with a comparatively small budget and market share, compete against other behemoth brands to get people to notice us? We wanted to leverage the mass audience of the Super Bowl without paying the hefty price tag. So we found a smarter, more efficient way to steal the show and become the most mentioned brand of Super Bowl 50, shaping consumers' perceptions and contributing to the best sales day in the company's history.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Contests;Digital Video;Mobile/Tablet Optimized Website;PR;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Mass Awareness

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English