I is the difference
09.17.2008
One of the nation's leading providers of insurance products and services to independent agents and a foremost division of Liberty Mutual, you know, the "Responsibility, what's your policy" folks, Indiana Insurance rolled out a massive positioning campaign developed by Topic entitled "Where I makes the difference", both in support of Liberty's $100 million consumer campaign and to individualize its presence in the mind of the independent agent.
Being that this campaign was about positioning, primarily in regards to changing the way business is done between company and consumer, Topic began with an internalized marketing effort, an onboarding process for Indiana's employees to buy in, believe, and champion this new course of action and the perceived outcomes that would result. Four regional meetings, travelling marketing road shows, were held to present, discuss and deploy Indiana's new position for, with and through its employees.
The internal launch was such a huge success, that following the first of the four meetings Topic was at work on the external rollout strategy, and in some cases actual deployment tactics. To date, Topic has designed, developed and produced theIdifference.com, sales kits and a supporting array of collateral pieces, a vast and penetrating print ad campaign, environmental graphics, wearables and giveaways.
The future is certainly bright for "the I difference" campaign, with many additional components in the works including radio and outdoor advertising, many more collateral pieces, and who knows, but TV is a real possibility as well.
Stay tuned.