Insurance often comes across as a cold, transactional industry. Yet, the whole purpose of insurance is to be there for the most emotionally-driven moments in one’s life. Having kids. Losing loved ones. That’s why when Guardian Insurance, a 159-year-old mutual company founded by an immigrant civil rights lawyer, wanted to create their first ever brand campaign, we had to show the world Guardian cared. And was there to help guide the way through life’s most uncertain times.

We recognized the truth that people feel more comfortable asking Google for advice on their future than a real expert. So we identified the top Google searches around four major life moments -- having a baby, becoming an empty nester, approaching retirement and experiencing a disability -- and used SEM to offer an empathetic hand before they went down the rabbit hole of internet advice. We directed them towards our digital experience, which asked a few thoughtful questions, the way a friend might ask. We then served them up curated results from credible sources like the New York Times. We also created our own content series, featuring a conversation between two people going through the same life stage, showing the viewer were not alone.

CASE STUDY (2019)

WEBSITE WALKTHROUGH

CCO: Mike Wallen
Creative Director / Writer: Chelsea O’Brien
Creative Director / AD: Florian Bodet
ACD/CW: Tiffani Harcrow
ACD/AD: Brianna Lohr
Digital Producer: Ricardo Diaz
Agency: Omelet