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Assignment. Rebrand First Insurance Company of Hawai‘i in efforts to position the firm as a leading, local insurance company worthy of top consideration.
Solution. We developed an integrated, multi-channel brand campaign around the theme that "in paradise, bad still happens." The campaign reminds Hawaiʻi residents and businesses that a single event like a fender bender, a break-in, fire or water damage, to our homes and businesses, can disrupt our seemingly perfect lives.
The campaign kicked off with more traditional components including broadcast, print and online banners.
Building on this idea, we launched an integrated advertising and PR initiative – including posters, fliers, street teams, radio interviews, social media and news appearances – that drove people to local singer Kimie’s new music video launch on youtube. What the public did not know, was that this was yet another extension of the campaign – complete with a car accident smack dab in the middle of the music video.
By affiliating with Kimié, First Insurance capitalized on her large fan base, which includes local top 40 radio listeners and 25,000+ Facebook fans.
Result. Only a few months into the campaign, First Insurance saw strong gains in online engagement and social media followers, with a 260% increase in website traffic, a 165% increase in average page views, and a 76% increase in Facebook fans.
print ad - personal insurance
print ad - commercial insurance
auto insurance banner - geo targeted
home insurance banner - geo targeted
music video launch poster