Esurance: #Esurancesave30

This case study describes how the small, US direct car insurance brand Esurance overcame low awareness and big media spending competition by giving away $1.5 million saved on buying a cheaper TV slot immediately after Super Bowl.

Esurance: #Esurancesave30

Leo Burnett Chicago

Summary

The world of insurance is a rough place—one of the top advertised categories in the country1 with centuries-old competition and seemingly endless creativity.

In 1994, GEICO (founded 1936) disrupted the way people thought about and bought auto insurance by focusing on price and convenience with its message of "a 15 minute call could save you 15 percent or more on car insurance."

In the almost 20 years since, not much has changed. Today, the tagline of "15 minutes could save you 15% or more on car insurance" is the cornerstone of a...

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