SAINT LOUIS - Rodgers Townsend recently launched a comprehensive, fully integrated campaign for The Hartford, the marketer's first focused mainly on small business owners. A consumer-focused commercial that first aired this spring will continue to run as well.
The new small business effort includes an engaging, beautifully crafted website, network television, print, digital, banner ads and home page takeovers. The Hartford's overall campaign theme remains, "Achieve What's Ahead," a distillation of the "With The Hartford Behind You, Achieve What's Ahead of You" theme developed by Rodgers Townsend for the company in early 2009.
The small business campaign highlights how The Hartford helps small businesses grow and succeed as they experience both expected and unexpected changes. "We've handled many integrated small business campaigns for clients such as AT&T, Maritz Inc., and others, and we're delighted to be able to put that experience to work for as venerated a company as The Hartford," said co-founder and Chief Executive Officer Tim Rodgers.
Two new TV commercials illustrate the evolution that small businesses go through as they adapt and adjust to the marketplace. In the case of the Martinez Leather Goods spot, adding purses to a previously "boots only" business brings a new type of customer to their store. This requires new levels and types of support from The Hartford, which is there with the products they need to protect their multi-generational family business and prepare them for the changes ahead. For the Bailey's Beer and Bread commercial, the company expands from its brewing roots to the point that it needs a fleet and other equipment to support its line of bread products. Again, this requires different types of preparation and protection.
According to Creative Director Michael McCormick, "For the TV spots, we relied on first-person storytelling, but added an element of surprise with a compelling visual effect to reinforce the transformation and growth that results when small business owners seize the opportunity in change." To extend the theme of the TV spots, print ads featuring three fictional small business owners will run in Time, Forbes, WSJ, Fortune, Inc., Entrepreneur, and Fast Company.
The website, AchieveWhatsAhead.com, expands on the strategic underpinnings of the print and TV by showcasing the testimonials of six real-life Hartford customers and was built in collaboration with digital partner Firstborn. Each story focuses on a specific event and coverage(s), and includes a detailed agent POV. This approach illustrates how The Hartford stands apart from other insurance companies, and encourages like-minded users to participate and share their stories. Digital Creative Director Sang Han adds, "Compelling stories from genuine people are some of the best content out there. We simply let their personalities shine as they shared stories about how The Hartford helped them be ready for anything."
A digital campaign, also featuring customers of The Hartford, will run on such sites as The Wall Street Journal, USAToday, Forbes, Inc., MSN, Yahoo! and CBS Sports; online ads alone will result in nearly 400MM impressions. Components include homepage takeovers; online ads using quotes, photography, video clips and full testimonials; and mobile ads. Blackberry, iPhone, and iPad ads will lead to device-specific landing pages optimized for each device.
For further information, please contact Heidi Dean at firstname.lastname@example.org.
Rodgers Townsend <http://www.rodgerstownsend.com/> is a nationally acclaimed, full-service marketing communications agency delivering simple, actionable, transcendent creative solutions built on powerful strategies and rooted in deep consumer insight. Founded in 1996, we provide strategic planning, advertising, direct/one-to-one marketing, digital marketing and design services to a wide range of clients both nationally and regionally, including: AmerenUE, AT&T, Dean Foods, Enterprise Holdings, ExpressScripts, The Hartford, Missouri Baptist Medical Center, PBS and Scottrade.
Rodgers Townsend is a part of Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.