Esurance, acquired by AllState in 2011, is a multi-line, eCommerce insurance company offering coverage to US-based vehicle and property owners.


Seeking to boost its customer acquisition in the hyper-competitive, $4B ad spend, $160M auto insurance market, Esurance engaged Marquee to:
1) Understand why its current advertising campaign was not working. 
2) Chart a course for developing a new brand campaign. 
3) Upgrade its brand advertising capabilities.


After diagnosing strategic and executional issues with the current campaign, Marquee originated thinking frameworks to guide Esurance's leadership team through structured, deep dive analyses of customer, category and brand. These frameworks shaped active working sessions that upgraded the team’s strategic thinking and process capabilities, and led to a redefinition of the company’s brand and advertising strategies. Frameworks included:

  1. Customer Journey & Decisions Mapping
  2. Customer Insights & Needs Mapping
  3. Competitive Assessment of Available Communications Territory
  4. Esurance’s Strengths & Differentiators


A strategically sound creative brief and subsequent brand advertising campaign (developed by Leo Burnett, Chicago) that elevated the customer conversation, struck a balance between promoting price and protection, addressed brand communications fundamentals, changed the tone of voice, and showcased Esurance’s differentiating roots & strengths in eCommerce and technology.


Called “Techie-Feelie”, the campaign was trying too hard to compete with escalating category silliness. Falling short, the dramatic focus was on artificial office drama, rather than on Esurance's merits, and projected the brand as immature.  


“Insurance for The Modern World”, running since December 2011, shifted the focus to esurance’s uniqueness and the merits of buying from an “e-tech” insurer that was Built For the Modern World. Featured here: Esurance's most recent spot.


The uber successful “Insurance for the Modern World” brand campaign blew away acquisition targets, achieving Year 1 increases of +60% quotes and +25% new buyers, and established a fresh and appropriate tone of voice for the brand.

Lori Yuhas
Brand Advertising Strategy
Coaching & Skill Building