Creating awareness & demand in the market.
Challenge: Berxi is still new to the market so professionals and small business owners don't know that Berxi is an option for their insurance needs.
Insight: People don't know that buying professional and small business insurance can be done quickly and online without a broker.
Insight: People don't know that buying professional and small business insurance can be done quickly and online without a broker.
Objective: Create a distinctive and scalable omnichannel campaign that could flex to speak to different niche audiences at various stages in the purchase journey.
How It Worked: The "Rethink Expectations" concept spoke to the new approach for many to purchase their professional and small business insurance online (vs. with a broker). The perspective shift is visualized through the brand's distinctive continuous line art style overlaid over portrait-style photography and video. Leaning into our new distinctive brand elements, we stood out from our competitors in the market.
How It Worked: The "Rethink Expectations" concept spoke to the new approach for many to purchase their professional and small business insurance online (vs. with a broker). The perspective shift is visualized through the brand's distinctive continuous line art style overlaid over portrait-style photography and video. Leaning into our new distinctive brand elements, we stood out from our competitors in the market.
Creative executions throughout the yearlong campaign hit on the three brand pillars reinforced key proof points and ran across print, video, email, partnerships, programmatic display, and social advertising.
Video: We brought the perspective shift visualization into video advertising through the brand's distinctive continuous line art style overlaid on live-action video. Videos were developed with modularity in mind to test different "hooks" to see which best worked to capture attention. We started with Shark" and "Baby", then rolled out "Pie" and "DJ". The ads ran across Facebook, Linkedin, YouTube, and a programmatic display.
Audio Signature: As part of this project, we developed custom brand music and an audio signature for the Berxi brand identity. The music choice evokes the traditional nature of insurance with Berxi's digital/modern approach. We created the cuts for the:06 and:15 videos and a longer 2-minute composition to support future video and audio projects.
Creative and messaging across touchpoints along the funnel and customer journey.
