Madison, WI (PRWEB) June 27, 2012
From talking lizards to quirky spokespeople, the insurance category is fueled by millions of dollars of hyperbole and rhetoric. Amid this frenetic environment, a new brand campaign by Shine United for Markel American presents a focus on “Common Sense,” boldly differentiating the specialty insurer for its no-nonsense approach to providing customized products with personalized service.
For over 35 years, Markel has prided themselves on common sense being a key driver to their customer and claim service. “It’s simply part of our DNA,” said Ted Wentzel, director of marketing for Markel American. “We’ve always been focused on being straightforward, hard-working, and honest. Our customer service representatives deliver exactly what our customers need and our claim examiners go out of their way to explain every step of the claim process – in terms our customers can understand.”
“Unfortunately, common sense isn’t all that common in this day and age,” said Curt Hanke, Shine co-founder and executive account director. “The deeper we dug into our target audience, we found not just a genuine appetite — but hunger — for a specialized approach communicated in a straightforward, everyday manner. Hence a campaign that plants a stake in the ground in such a refreshingly direct way.”
The campaign, which ranges from print and direct to display and web makeover, highlights a range of “Common Sense Policies” and truths — and shines a light on “uncommon” sense delivered by competitors who cobble together motorcycle policies from existing auto policies or staff their call centers with generalists instead of specialists.
“Great work is anchored in simple truths,” said Mike Kriefski, Shine co-founder and executive creative director. “Our research revealed a target who wanted smart policies, from a smart company, with smart thinking. As such, this work is all about making the complex simple, and standing out from a crowd of brands that are garnering eye rolls from our target.”
About Shine United
Shine United is a $35 million advertising, design and interactive agency located in Madison, Wisconsin. The privately held company’s client roster includes national consumer brands such as Harley-Davidson, Carver Yachts, Wisconsin Cheese and Winston Fly Rods. Shine is creatively driven, results focused and dedicated to building passion between people and brands. Learn more at shineunited.com. Shine on.
About Markel American Insurance Company
Markel American Insurance Company (part of Markel Corporation) is based in Waukesha, Wisconsin and specializes in powersports insurance, including: motorcycle insurance, boat insurance, ATV insurance, and UTV insurance. For more information, please visit http://www.markelinsuresfun.com
About Markel Corporation:
Markel Corporation markets and underwrites specialty insurance products and programs to a variety of niche markets. In each of these markets, the Company seeks to provide quality products and excellent customer service so that it can be a market leader. The financial goals of the Company are to earn consistent underwriting profits and superior investment returns to build shareholder value. For more information on the Markel Group of companies, please visit http://www.markelcorp.com.