Ambition
Drive big growth without a big budget
CSAA Insurance Group introduced the “Goodbye Insurance, Hello InsurAAAnce” campaign in 2020 to connect the AAA brand difference to their relatively unknown auto and home insurance offerings. The work established a foundational marketing engine that delivered the CEO’s monthly quote goals. In 2021-2022, monthly quote goals increased 68% while media and creative budgets remained the same. Deloitte Digital had to find new ways to drive outsized growth.
Action
Create a game-winning Super Bowl spot
We identified and executed on new opportunities to make our existing marketing engine drive more growth:
Achievement
Millions of impressions and an uptick in quotes
In CSAA core markets, running 1x Super Bowl spot delivered nearly half our quarterly Primetime TRP goals. And the sales team reported a large uptick in calls since airing our spot.
Total linear TV impressions
Total social/digital impressions
Spot reach in target markets
Quarterly Primetime TRP goals achieved in CSAA core markets
Increase in social media mentions on the day of Super Bowl 2022, compared to Super Bowl 2021
Increase in overall brand impressions, compared to average Super Bowl Sunday performance
Activate your customers to drive acquisition, retention, and loyalty with Deloitte Digital
We helped CSAA boost insurance quotes with the ultimate Rickroll
Transform how you engage with your policyholders and drive growth
