Amica Stresses Treatment

BOSTON The quality of customer “treatment,” rather than the specifics of “coverage,” is the focus of new ads for Amica Mutual Insurance from Cronin & Co.

A 60-second TV spot called “Twins” features a mom talking about her personal experience with Amica. She recounts driving her car into a neighbor’s mailbox, and how Amica dispelled her initial worries.

A second spot, “Signs,” is a montage of people holding up signs naming friends, relations and co-workers they have referred to Amica.

“We wanted to illustrate the true essence of an Amica experience . . . as well as convey just how powerful the referral is,” said Steve Wolfberg, CCO of Cronin, an independent agency in Glastonbury, Conn.

The campaign runs through December in 14 states. Havas-owned MPG in New York handles buying chores.

The Lincoln, R.I.-based client tapped Cronin for its account in December 2004. Cronin has stressed the power of word-of-mouth referrals in its first work for the client, which debuted in April. The overall theme of the ongoing effort is “Pass it on.”

The client spent $10 million on ads last year and $5 million in the first half of 2005, per Nielsen Monitor-Plus.

—Adweek staff report