THE ENTERPRISE GROUP
THE CHALLENGE
In the cluttered and competitive morning radio space, insurance companies flood the airwaves, all promising the same thing: peace of mind. This time slot is prime for listener engagement, but it has become saturated with similar-sounding ads, making it difficult for any single brand to stand out. Our client, Enterprise Insurance, needed a way to cut through this noise and truly capture the attention of listeners in a fresh and memorable way.
THE IDEA
While most insurance companies paint a serene picture of peace of mind, we explored a different angle. True peace of mind can sometimes be irritating to others—like the sound of someone snoring deeply. Using this insight, We turned the traditional peaceful imagery on its head. We crafted a radio spot centered around the sound of someone in deep sleep—snoring loudly. We used snoring as a metaphor for total peace of mind, where the individual is so secure in their life and finances that they can sleep soundly, no matter the external noise or stress others might feel.
THE RESULTS
• Brand Differentiation: The ad effectively set the client apart from competitors, offering a fresh take on the promise of peace of mind in a cluttered space.
• Positive Feedback: Listeners responded positively to the humor and originality of the ad, and the client received feedback that their spot was memorable and unique.