I was driving home from a great client meeting yesterday, when a new billboard from State Farm Insurance caught my eye. “Check Your Spendometer,” it read. Simple, readable as you are flying by at 60 miles an hour.
What a great piece of creative! Here’s why.
Targeting Your Audience
Having had a car insurance client in the past, I completely understand how difficult it is to make customers care about insurance. It is a commodity.
If they have coverage, and they chased down competitive quotes a decade ago, they think they are still getting a deal. Not so, my friends. Car insurance quotes go south just like milk; a fresh estimate should be obtained at least every two years. You would be AMAZED at the price difference.
Many people price shop their insurance very infrequently. They shop it, then let the policy renew for years and years without making the effort to check it again. This billboard statement, “Check Your Spendometer” resonates in a difficult economy, because it reminds people to obtain fresh estimates, and it is relevent to the auto industry with a shot of humor.
I love it!
On an interesting side note: your average consumer doesn’t realize that different insurance companies specialize in different types of drivers.
For example, some insurance companies focus their marketing messages – how they position themselves in the market – around saving money, but in reality, they are cost-competitive only for policies competing for drivers with a less than perfect history. Often a young adult. They target drivers with tickets or accidents, and are competitively priced within that niche.
Others carefully craft their message to appeal only to those with great driving records, so they deliberately price themselves out of the market for those with poor driving records, and even position their advertising to appeal to an older audience. Comparing a Geico to an Amica gets you an astronomically different price, depending on your driving record, credit history and demographics. Intentionally.
Humor works, regardless of the audience’s age. It is also an effective billboard because it is short, to the point, and only tries to say a single thing.
The biggest mistake I see in advertising are ones that try to say too much, and end up completely ineffective. Open any magazine, and 90% of them make that mistake.
Keep it simple, stupid. Kiss, kiss.