Johnson Insurance: Random acts of service

This case study explains a locally focussed campaign by Johnson insurance, a leading provider of home and auto insurance in Canada, which focussed on the town of Barrie, Ontario as a test site for a new approach.

Johnson Insurance: Random acts of service

Johnson InsuranceLowe Roche; StarcomMediavest; TNS

Summary

In 2013, Johnson Insurance, one of Canada's leading providers of home and auto insurance challenged themselves to find ways to optimize their marketing spend. To bring a hometown feel to a brand that was headquartered thousands of miles away and also lacked a physical presence in the city of Barrie, Ontario (our test market), we created a one-of-a-kind campaign that provided the personalized guidance and support that are hallmarks of the Johnson brand. Through paid and unpaid media, we flooded the city with locally and contextually relevant...

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