Not every brand category has “fun” baked into its offerings. In fact, some, like insurance, are considered a “burden category”; stressful and rarely a pleasure for the customer. Ironically, the insurance category is one that people immediately associate with humorous advertising — from Geiko to Nationwide to Progressive and Allstate, campaigns for these insurance giants are often imaginatively conceived with a funny spokesperson or setup that cleverly pays off a clear selling strategy. Such is the power of humor to target consumers in a way that differentiates their brand within the category. We took a look at some memorable insurance campaigns to showcase how humor can be used to elevate brands that are not inherently funny.
Humor as a selling strategy
Since 1999, people have come to expect zany ads from Geiko. What began as an oddball spokes-gecko as a play on the lesser-known insurance company’s name evolved into quirky scenarios with cave men, Maxwell the pig and more that brought unexpected laughs. No matter the crazy setup, however, all spots ended with the memorable punchline “fifteen minutes saves you 15%.” Not only does this quickly bring home the competitive selling point that Geiko is more affordable and switching is the smart move, it targets a younger demographic who might be searching for a cheaper insurance alternative.
Humor to bring levity to difficult subject matter
The genius of Allstate’s classic “Mayhem” campaign is that it brings levity to scenarios no one wants to find themselves in: home and vehicular disasters. Since 2010, the campaign has featured the same bruised and battered character — “Mayhem,” personified — acting out a viable but over-the-top scenario that leads to a car crash, storm damage, home damage and more. The payoff is always a reminder that Allstate coverage fully protects you from having to pay out of pocket for the kind of disasters Mayhem acts out.
And though “you’re in good hands” is the tagline for both the Mayhem ads and the Dennis Haysbert-fronted ones, they appeal to different audiences. While Mayhem aims at a younger demographic who appreciates the hilariously extreme physical comedy, Haysbert has a trustworthy, reassuring tone that targets an older audience. Both campaigns — even when aired simultaneously — do the neat trick of working towards the same takeaway: you can trust Allstate to cover your most valuable assets, no matter the accident or disaster.
Humor to leverage brand benefits
When you think of Progressive, what’s the first thing that comes to mind? It’s probably Flo, their endearing fictional salesperson. Aside from her distinct retro look, she embodies Progressive’s brand values of being extremely knowledgeable and helpful in saving customers money on their insurance. By humanizing what can be an “impersonal” brand category, Progressive smartly planted the seeds of brand reliability in customers’ minds; if they are in a difficult situation, they expect someone just like Flo to help them out. This strategy has been hugely successful; Progressive’s business doubled in the 13+ years she’s been their mascot.
Speaking of spokespeople, Nationwide also effectively uses celebrities like Brad Paisley and Peyton Manning — both known for their great sense of humor — to promote their insurance coverage policies. Associating a player as likeable and known for his on-field smarts as Manning with the brand helps sell Nationwide’s promise to protect customers’ assets and safeguard their future. Paid off with the catchy jingle/tagline “Nationwide is on your side,” the campaign leaves customers with the kind of reassurance you want from your insurance company.
If your brand category isn’t inherently fun, take heart! You could take a page from major insurance brands by injecting humor into your advertising. Not only does it bring levity to bland or overly serious offerings, humor can also increase your brand appeal with new audiences so people see it in a different light. A funny ad campaign — when done well, using a smart selling strategy — can be memorable and help it stand out in its category, especially if your competitors feature mostly humorless ads. Now that’s no joke.
If you’re thinking it’s time to inject a little fun into your advertising, you’re probably right! Reach out to Barbara at barbara@wickmarketing.com or (512) 479-9834. We’d love to help.
