When it came to top-tier car insurance providers, 21st Century was a challenger brand, not a category leader. Their message was simple: we offer the same great coverage for less. So in our first digitally-focused campaign, our goal was simply to crash the party. We wanted consumers to put 21st on the same consideration list as the giant insurance behemoths out there, because we knew their prices would speak for themselves.
These executions show our no-nonsense, non-verbal spokesperson using fun side-by-side comparisons to hammer home the main message: paying more for the same insurance is ridiculous. These premium display banners on MSNBC and Yahoo — as well as original YouTube channel content — went on to generate record site traffic numbers, huge engagement rates and all-time low CPMs.