Some samples, enjoy
My Safe Florida Home
The Challenge:
How do you use television to encourage online applications for a hurricane preparedness program? That was our challenge when the Florida Department of Financial Services hired us to create a statewide TV campaign promoting the My Safe Florida Home. The goal was to get homeowners to apply online at MySafeFloridaHome.com for a free home wind inspection.
Typical Approach:
Play up the risk of a hurricane potentially damaging homes.
Our Approach:
Target a reason for people to act now — potential savings on homeowner's insurance. Save money? Sounds good. Why wait? With limited media dollars, the ads zeroed in on one simple fact — seven out of ten homeowners who had wind inspections saved an average of $200 on their insurance premiums. We also secured extra value through our relationship with Florida's TV and radio stations, including rotating billboards, sponsorships, simulcasts, website links, DJ endorsements, ads in print and online sources, and client interviews on radio and network TV.
The Results:
Coming in on time, under budget and over pre-buy TRP estimates, the campaign was an immense success. Weekly online application totals soared to 232% of pre-campaign levels. Every market experienced an increase, ranging from 550% in Pensacola to 145% in West Palm Beach. As Florida Today noted: “The program was already underway, but struggling when [Florida Chief Financial Officer Alex] Sink won election to her Cabinet post. She credits the turnaround to a $1.1 million TV campaign that raised awareness through tongue-in-cheek ads that ran in English, Spanish and Creole in major markets in the state. ‘Advertising,’ Sink said. ‘It was just a phenomenal boost.’"
