Insight: Insurance is category‑wide anxiety masked as fine print; consumers crave clarity, trust, and human connection to lower purchase friction.
Objective: Reposition Esurance as the straightforward, trustworthy alternative that reduces emotional and cognitive barriers to buying insurance.
Strategy: Use a highly likable, authentic spokesperson to humanize the brand and model a transparent, low‑stress insurance experience, turning perceived complexity into a relatable, reassuring benefit.
Execution: Cast Dennis Quaid as the friendly, candid brand voice across TV, digital video, social, and owned channels, pairing his approachable storytelling with simplified messaging, clear CTAs, and demo moments that demystify products and the purchase process. Creative was optimized for attention and shareability, with tailored cuts for paid/social, site takeovers, and retargeting to drive consideration and conversion.
Tesla launched one of their cars into space but with no insurance. To rectify this, we decided to send an Esurance equipped iPhone and a free insurance policy into space after it.