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Esurance: Nickname

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Esurance brings techie feely to the office in this spot from Duncan/ Channon, San Francisco.
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Esurance launched a new ad campaign this week created by San Francisco agency Duncan/Channon. The new campaign is called ‘Techie Feely’ and includes television, online, cinema and outdoor. The campaign features an ensemble cast of characters that represent the “Techie” and the “Feely” employees who utilize innovative technology and deliver personalized customer service that benefit Esurance’s clients.

The U.S. campaign includes television (cable and syndication), online, cinema and outdoor and is targeted to a 25-49 adult demographic who are comfortable shopping for insurance online. The new campaign directs reflects the growth of Esurance over the last few years and the resulting broader customer base. Esurance spends roughly $100M per year on advertising. The five television spots will debut throughout the coming months, with the first two dropping this week. The television media buy is focused on high- profile cable programming shows like Top Chef, Rescue Me, Justified, and Mad Men, in addition to event programming such as the NBA Finals. Check out the two spots and the print ads:

Duncan/Channon has been working with Esurance’s marketing team for the past six months on extensive consumer research to develop a rebrand and new advertising campaign. In addition to the ad creative (excluding the online creative which was developed in-house), Duncan/Channon developed a new look and feel for the brand, including logo and tagline.

Andy Berkenfield, D/C general manager-partner, and Robert Duncan, creative director, are available for comment.

Quote from Robert Duncan: “Esurance is an innovative company that is changing the way people do business,” said Robert Duncan, D/C creative director. “We wanted to capture that innovation and translate it to customers in an educated manner infused with a touch of humor.”

Duncan/Channon is the agency of record for Esurance. A full-service, independent advertising, design and branding agency based in San Francisco, CA, the agency offers a select group of clients the complete range of marketing services, from strategic consulting to creative to media buying. In addition to Esurance, the agency’s current clients include Hard Rock International, Birkenstock, Sega, Jackson Family Wines, Lake Tahoe Visitors' Authority and John Muir Hospital. Duncan/Channon is a member of the IN Network, the world’s largest association of independent agencies.

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