The Hartford Direct Campaign
Raising expectations from insurance to keep your car on the road to insurance to minimize interruptions to your life.
Business Challenge
The Hartford sought dramatic market share growth in the Personal Lines category of insurance by going direct.
Having previously sold through independent agents and the AARP, they had little awareness as a direct auto insurer.
They faced competitors with over 95% awareness and $2 billion in annual advertising spend.
The challenge: Break through this noisy category with a new way of thinking about your auto insurance provider.
Strategic Insight
After talking extensively to consumers, we found that they seek fairness and justice in insurance and that they feel insurance hassels shouldn’t hinder their pursuit of the American Dream.
They want their auto insurer to be as optimistic as they are about their future.
And when it comes to pursuing their dreams, their cars are literally the vehicles they use to get them there.
Approach/Solution
In May 2008 RT launched "Going Places," an integrated transactional branding campaign that acknowledged the essential role cars play, and highlighted how The Hartford is uniquely suited to protect and enhance that role.
The integrated campaign rolled out in Arizona, Minnesota, Illinois and Tennessee.
