Building brand and driving results don’t have to be mutually exclusive. When Metromile went national, they needed a campaign that could clearly communicate the value prop while driving distinction and recall in the car insurance category. But selling a product that doesn’t have a physical product can be challenging.
So, we took a page from the competition’s book and created our own spokesperson, born from the very heart of the value prop itself. Enter Abraham Lincoln on the face of the penny. Abe became Metromile’s brand ambassador. From TV to OOH to product integration, Abe told it straight while building awareness at the same time. Who says direct response marketing has to be boring?