ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Battling for Millennials

Posted by Gary Getto on Aug 10, 2015 11:38:00 AM

Millennials. Love 'em or hate 'em, most brands gotta have 'em - and none more so than the Auto Insurance industry.  Effective creative for Millennials often involves family and kids, provides practical information, stretches their limited dollars, and helps them get ahead.  


Millenials_new

MillenialsWith their short attention spans, Millennials test lower on creative effectiveness for Awareness and Messaging, but higher on Reputation and Call-to-Action.  The creative below shows the necessary ingredients to produce more effective creative for this audience.

Two Auto Insurance ads that rocked it with BOTH Millennials and GenPOP 

  • Farmers Insurance “Gaps in Coverage” is in first place with great humor and visuals: (Click to play).
Farmers_Ad
  • Allstate’s “Now U Know Allstate Reality Rides is in second place with a simulator console treatment, perfect for those who are hooked on video games: 

Insurance 2015 Alstate.png

Three ads great for Millenials, but NOT for GenPOP:

  • Progressive’s “Apocalypse” showing a Millennial playing video games while the city burns around him rates third for Millennials but not so much for GenPop.  Again, humor and big visuals make it work.

Progressive

Esurance_Lindsay_Lohan

AmFam_with_Jennifer_Hudson

For Creative Scores on any of the ads above, click here!

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Topics: Insurance

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