Headache:
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?
wow moment:
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.
execution:
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
activation:
In addition to driving awareness, generated demand for their unique offering through integrated marketing that educated and converted simultaneously.
here's the skinny:
Made insurance shopping as easy as booking a flight.
