Spokescats and Dogs explain why they love mutual pet insurance with doctors
Intermark Group leverages pet testimonials for latest campaign
Full-Service Marketing and Advertising Agency Intermark Group developed a series of announcements for Physicians Mutual to announce the launch of its pet insurance, Pet Doctors’ Mutual. Physicians Mutual is a national provider of health, life insurance and retirement products.
Physicians Mutual Pet joins the company’s existing products, including Medicare supplement, dental, life and supplemental health insurance, and funeral pre-planning coverage.
The broadcast, digital signage and social media campaign features testimonials from six spokespersons and two spokespersons who have used the insurance. The campaign includes eight 30-second videos – one with each animal telling their story – as well as eight:15s and eight:06s. The broadcast is airing in local markets in eight states and will expand to cable and the 34 states where insurance is available over time. Web ads will run nationally.
In an anthem ad, Physicians Mutual brand spokesperson Eddie, a three-year-old border collie from Omaha, Nebraska, introduces the seven new characters, who relay their own testimonials from visits to the vet and how the Physicians Mutual pet insurance saved the day. Lucy, the yellow Labrador puppy, talks about her first ‘owie’, Buster, eight, tells of his passion for devouring squeaky toys, and Butterbean, the hypochondriac cat, reflects on the many injuries and illnesses he could face every day .
Pet insurance began in the United States in 1983, when Lassie, the star collie of the TV show, became the first dog to have pet insurance. Today, nearly four million cats and dogs are insured in the United States. More pet owners are purchasing pet insurance as routine veterinary care, treatment, and overall pet health costs continue to rise. According to North American Pet Health Insurance Association, pet insurance in the United States has grown at an average annual growth rate of 21.6% in the past five years alone. Cats with pet insurance continue to experience a higher growth rate; yet, dogs make up the majority of all insured pets in the United States.
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Customer: Doctors’ Mutual
Artistic director: Lindsey Muller
SVP Public Affairs Group: Bob Gunia
Editor-in-chief: Joe Szejk
Agency: Intermark Group
Chief Creative Officer: Keith Otter
Creative Directors: Blake Young, Scott Shalles
Integrated Executive Producer: Chris Mann
Production company: Seed Media Arts
Director: Nicholas Brandon
Executive producer: Bradley Johnson
Executive producer: Lorna Paul
Post production: Vazda Studios
Editor: Steve Morrison
Senior Vice President of Account Services: Paul Brusatoire
Planner: Josh Simpson
Genres: Dialogue, The comedy
Categories: Insurance, Finance
Intermark, Tue Aug 16 2022 07:47:15 GMT