SAVE WHEN YOU DRIVE. SAVE WHEN YOU DON’T.

We were enlisted by USAA a second time to drive awareness of the insurer’s suite of telematics offerings, the established Safe Pilot and new Safe Pilot Miles. The former helps members save based on how safely they drive. The later helps members save on how many miles they actually do.

Seizing on the Swiss-army knife-like savings nature of the two telematics products, we developed a pool of creative concepts celebrating the end benefit of having such a tool at your disposal. We then guided stakeholders from across the organization through our Creative Collaboration™  process to expose, develop, and refine that pool of campaign directions. We presented ideas that delivered the offering’s core promise with various approaches and techniques and then worked through them with the assembled clients and their stakeholders. Feedback came back to us live allowing us to bounce ideas off one another, air concerns, and align on directions with the most potential.

The Dragons team then built a final direction refined through that discussion. The campaign was built to cheekily celebrate the individual differences USAA’s wide-ranging audience while showcasing the brand as a unifier bringing all those people together around something they all could agree on — it’s good to save on auto insurance.

The campaign launched via digital and social channels achieving the highest video performance scores the brand had ever seen. Its use was then expanded to broadcast and CTV media channels where it achieved similar success resulting in its renewal for a second year.