Travelers Insurance

My Manifesto Campaign

The Challenge: As a challenger brand in the direct auto insurance market, Travelers faced the challenge of differentiating itself from its larger competitors, who had established a reputation based on affordability and speed. The company needed to connect with consumers on a deeper, more meaningful level.

The Solution: The “Manifesto” campaign was designed to engage a sophisticated audience through multiple channels, inviting them to reflect on the question, “What’s important to you?” This emotional appeal sought to foster a stronger connection with the audience. The campaign included four television spots, a grassroots bus tour, custom t-shirts promoting personal values, out-of-home advertisements, social media initiatives, smartphone apps, and a dedicated microsite.

The Result: Within two months of launching, Travelers saw a 30% increase in unaided brand awareness. The campaign also led to a 411% increase in auto quotes compared to the previous year, and more than 6,000 custom Manifesto t-shirts were created and distributed, further strengthening the brand’s connection with its audience.

Awards: IAB MIXX Awards, Direct Response, Bronze