Washington Daniel Advertising here is set to break a regional campaign for Ohio Casualty Corp. The work is the agency's first for the insurance provider since winning the account earlier this year.
Washington Daniel has produced two 30-second TV spots as well as print and radio ads employing the tagline, "Protect what's yours." The TV spots will air during NBC's Seinfeld finale in Denver and Cincinnati markets, and will subsequently roll out to approximately 10 other regions, according to Kelly Sprague, ad director at the Hamilton, Ohio-based company.
Sprague estimated spending on the entire effort at $4 million.
The campaign uses the theme, "A company that works for you." The TV spots, directed by agency partner Bill Daniel, employ black-and-white photography to show people in real situations, while touting Ohio Casualty's professed advantages. "Our whole thrust is a very human, recognizable situation," Daniel said.
Washington Daniel beat out nine Midwest agencies in the review for the account. The other participants included Marcus Advertising in Cleveland; Lord, Sullivan & Yoder in Columbus, Ohio; Caldwell Van Riper and Young & Laramore, both in Indianapolis; Sheehy & Associates, Louisville, Ky.; and the Chicago Creative Partnership.
Though primarily seen as an African American target shop, Washington Daniel used its prior experience in the insurance field to best its general market competitors. The agency formerly worked on ethnic campaigns for Allstate in Northbrook, Ill., and Daniel said he and fellow partner Bernie Washington gained experience in the field while at previous agencies.
Sprague said Washington Daniel's strategic thinking helped it secure the account. The branding campaign includes a new company logo designed by the agency.
Ohio Casualty offers property and casualty insurance and insurance premium financing.