High Point sells auto insurance exclusively in the state of New Jersey, yet they compete with much bigger spenders like AllState, State Farm, and Geico. They asked us to find a way to generate buzz for them on a much smaller budget. People don’t care about auto insurance unless they’re buying a car or in an accident. So how do we make High Point top of mind? You find something people do care about. In this case, state pride. We created the social media campaign, “Jersey Doesn’t Stink” to rally residents around a light hearted local cause, dismantle negative New Jersey stereotypes propagated through popular media, and build a community around its own brand.
Results: 95,000 unique site visits, 20,872 Facebook likes, 121.5 million media impressions
Awards: Addy, Astrid, Caples, Horizon Interactive, Platinum Creativity, Midas Award