'Corporate Culture' TV campaign uses humor to enhance brand awareness and
increase consumer recall.
LOS ANGELES, Dec. 19 /PRNewswire-FirstCall/ -- California's second
largest auto insurance company, Mercury Insurance Group, this fall launched
a new advertising campaign, "Corporate Culture," to compete in an auto
insurance advertising race speeding down the road at a record-setting pace
that is projected to hit $1.7 billion annually in 2007, nearly triple
2003's total.
Mercury's campaign includes a suite of eight, thirty-second TV
commercials, internet banner and print ads all humorously depicting
Mercury's corporate culture as being totally shaped by the company's
complete commitment to delivering the lowest auto insurance rates
available.
A corporate culture focused on "low" is comically presented: the office
thermostat is so low that penguins show up for work, Mercury keeps its
travel expenses so low that executives fly in dog kennels and duffle bags
rather than in airline seats, the company's president even drives a
low-rider, and seriously low, five-foot-high ceilings are seen in offices,
conference rooms and even elevator carriages. Reinforcing the low theme are
dainty desks and diminutive doorways so low that Mercury employees
occasionally smack their heads entering rooms. Mercury staff is admonished
to "walk off" the pain of a smack-to-the head for the sake of Mercury's
treasured policyholders, all of whom have become accustomed to low rates
and a high-level of customer service -- no matter how low Mercury's
doorways need to be.
Leveraging the comedic success of the recently-completed "Mercury
Theory" marketing effort, the Corporate Culture theme maintains a focus on
being funny while shifting Mercury's message to an edgier concentration on
its core strength of providing a great insurance value for policyholders:
low rates and a superior level of customer service -and moving away from
the idea that "aliens from the planet Mercury" mandated Mercury's lower
rates.
"In order to make an impact in today's TiVo world, advertising must be
entertaining," said Erik Thompson, Director of Advertising at Mercury.
The Corporate Culture commercials began airing in October on network
affiliates and cable TV in California, Florida and Oklahoma. Ironically,
the commercials all feature six-foot, one-inch tall Thomas Poarch in a
world of five-foot ceilings. Poarch is a current cast member of the
National Comedy Theater in New York City. Poarch's TV credits include One
Life To Live, As The World Turns, All My Children, Central Park West and
various commercials.
The commercials, all of which conclude with a suggestion that viewers
visit MercuryInsurance.com, were produced by award-winning director Edward
Schumacher of Venice, CA-based Boy Genius, with Mercury's agency of record,
San Antonio-based MarketPowerGroup, designing and implementing the media
purchase.
"People want to save money. This campaign tells how Mercury focuses on
saving their customers real money in a fun and visually interesting way,"
said Chuck Wall, CEO of MarketPowerGroup.
Founded in 1962, Mercury Insurance Group is today part of Mercury
General Corporation (NYSE: MCY).
About Mercury General Corporation: Mercury General Corporation (MCY) is
a multiple-line insurance organization offering predominantly personal
automobile and homeowners insurance through a network of independent agents
and brokers in California, Florida, New Jersey, Texas, Arizona, New York,
Georgia, Oklahoma, Illinois, Michigan, Nevada, Virginia and Pennsylvania.
Mercury concentrates its operations on building and improving long-term
shareholder value through careful underwriting, strict cost control and
efficient claims management, which support affordable, competitive
automobile insurance rates. For more information about Mercury Insurance,
please visit http://www.MercuryInsurance.com
SOURCE Mercury Insurance Group
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Related links:
http://www.mercuryinsurance.com
CONTACT:
Erik Thompson of Mercury Insurance Group,
+1-661-291-6435, EThompson@MercuryInsurance.com; or John Brice
for Mercury Insurance Group, +1-858-405-4622,
JBrice@BriceAndAssociates.com
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