The Massachusetts Association of Independent Agents (MAIA) is a collective of over 1,500 local independent insurance agents. However, in this highly competitive industry, national giants like Geico and Progressive are taking over, using their nearly unlimited budgets to overtake television, digital, and other medias.
Creative Resources Group recognized that MAIA could not, should not, try and out-spend the national providers. Instead, we outsmarted them, taking one of their key selling points (speed) and turning it against them. The Telly Award winning Lemonade Stand theme was a perfect vehicle for that. The kids were seen as innocent and trustworthy, and, despite its cute, understated approach, the ads delivered a strong message against the nationals.
Despite a very challenging, competitive industry marketing space, CRG’s campaign helped MAIA to build brand awareness and curbed the exodus from local independent agent to direct provider.