USAA: Legacy Campaign

Auto insurance company USAA once offered it services only to people on active duty in the US military but had changed eligibility criteria to include 16m veterans and their families.

USAA: Legacy Campaign

Campbell-Ewald

Entry Information

Category: InsuranceCountry where program ran: United StatesDates program started/ended: May 2011 – December 2011

Product Description:

Auto Insurance. USAA is not just another auto insurance company. You have to earn your membership into this closed community. To be eligible, a person must be active duty military, a veteran who has honorably served or a family member.

Advertiser/Client Name: USAAMedia Channels: TV/Video/Radio, Web Advertising, Email, Other, Print, Direct

Strategy

Marketplace challenge:

Auto Insurance is an extremely competitive and mature industry in which competitors are highly entrenched and...

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