Amica: ‘just In Case’

RDW Group Unveils First Multimedia Effort For Home, Auto Insurer in 18 Key Markets
BOSTON–RDW Group’s first national campaign for Amica uses evocative visuals and the tagline, “The people you want around, just in case” to promote the client’s auto and home insurance coverage as well as establish a brand identity.
Spending levels were not disclosed, but sources estimated media buying to be in excess of $5 million.
The campaign, scheduled to run through year’s end, represents the first major ad push for Amica in its 90-year history. It is also the largest multimedia effort “by far” for RDW, said agency chairman Phil Rivers.
Striving to introduce the low-profile company to consumers at large, RDW portrays the Lincoln, R.I.-based client as “The best insurance company you’ve never heard of” in a new series of television commercials.
The shop’s strategy is to differentiate Amica, which has 40 offices in 27 states, from better-known rivals such as AllState and State Farm by creating a distinctive look and feel in ads that communicate both a brand message and highlight specific types of coverage, Rivers said.
RDW, which was awarded the business following a review last year, has also fashioned print ads, radio spots, direct marketing materials and a public relations campaign for the $2.5 billion insurer, said Jay Conway, a vice president at the Providence, R.I., agency.
In the television spots, images of automobile crashes, house fires and vandalism are tempered by “ghostly” special effects, muted lighting and provocative new age music.
The commercials are rolling out in 18 spot markets across the country, including Chicago, Denver, Indianapolis, Phoenix, Seattle and several cities in upstate New York, said Conway.
Print executions are slated to run in regional editions of consumer publications such as Time, Newsweek and Sports Illustrated.
The multimedia effort will probably not appear anytime soon in New England, though buys in Connecticut and New Hampshire are being considered, Conway said.
Robert Borges, who handled copywriting chores on the effort, teamed with art director Glenn Britland. Tom Rothermel and Bob Murphy served as creative directors.