American Home

In normal circumstances establishing an entirely new telephone-only insurance company is tough enough.

 

Advertising Effectiveness Winner:

American Home Assurance

Agency: Gestro Horne

JAPAN

This award was presented for a campaign that was outstandingly effective, but didn't quite fit the definitions laid down for any individual category.

In normal circumstances establishing an entirely new, telephoneonly auto insurance company with the intention to dominate the telephonedistribution channel is tough enough. But to launch and expand the category successfully for an American company in a foreign culture such as Japan presented Gestro Horne with a huge amount of extra challenge.

Japan is a culture where consumers form powerful allegiances to their traditional insurers, adopt a...

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