How to get considered.
Challenge: In the increasingly competitive and fragmented professional and small business insurance market, Berxi needed to do more than just stand out—it had to address underperforming segments while growing new ones through the launch of new products. With insurance decisions often driven by fear and uncertainty, getting Berxi on the radar of potential customers was crucial.
Insight: Choosing an insurance provider can be daunting. People often feel insecure about their decision because they won’t know if they’ve made the wrong choice until it’s too late—when they need to file a claim. This hesitation could keep Berxi off their shortlist if not addressed head-on.
Objective: Break through the noise and land Berxi on the consideration list of professionals and small business owners. The goal was to build confidence in Berxi’s value proposition, ensuring customers felt reassured that choosing Berxi was a decision they wouldn’t regret.
Strategy & Execution: Enter the "Rewind Regret" campaign—a bold, scroll-stopping approach that used humor to cut through the seriousness of insurance ads. We played on the common fear of making the wrong choice by pairing meme-like, eye-catching photography with messaging that tied directly to Berxi’s value proposition: peace of mind and confidence in your insurance provider.
While competitors leaned heavily on familiar visuals—think medical professionals in scrubs—Berxi’s campaign broke the mold. Bold colors, playful imagery, and confident, conversational copy helped Berxi stand out from the crowd. We crafted a visual and verbal identity that reinforced the confidence we wanted customers to feel in choosing Berxi.
Once the creative concept was locked in, we developed modular templates and a flexible creative library. This allowed us to quickly refresh and optimize the campaign based on real-time performance data, keeping the creative rotation agile and results-driven.
Results & Impact: The campaign ran across programmatic and paid social, with additional support in organic social and editorial channels. Its distinct style and humor not only helped it stand out in a crowded space and build confidence in Berxi as a reliable insurance partner, driving awareness, engagement, and consideration from new and underperforming segments.
