We saw a way to tap into the frustration (and anger) of having something happen to you over which you have no control.
  • Challenge: Get people to consider changing their homeowners insurance in a typically low-interest category.
  • Strategy: By capitalizing on the purchase of Fireman's Fund by ACE, target those customers who suddenly found their policies “being sold” to another insurance company.
  • Big Idea: Switch Or Be Switched.
  • Result: Response was swift and so positive, PURE has continued to keep the site up indefinitely (renaming it explorepure.com), well past the executional date of the marketing campaign.