The Zebra aggregates policy options to help people save time and money when searching for insurance. But with unaided awareness in the single digits and a staggering 91% of consumers unable to name a single insurance aggregator, their main objective became driving awareness of The Zebra and the category itself. How do you educate consumers about a solution they don't even know exists?

osition The Zebra as "The Kayak of Insurance." People understand comparison shopping for travel—make them understand it for insurance. Don't just build brand awareness; build category awareness. Make insurance aggregation as intuitive and expected as flight comparison. Once people get the concept, they'll wonder why they ever shopped any other way.

Created a performance marketing campaign that was flexible, agile, and adaptable: Branding across broadcast, social, and web that reinforced the comparison shopping message Campaign structure allowed for new messages while maintaining awareness and conversion goals Made the value proposition instantly clear: shop multiple insurers in one place Built recognition for both The Zebra brand and the aggregator category simultaneously

In addition to driving awareness, generated demand for their unique offering through integrated marketing that educated and converted simultaneously.