WE OUTSMARTED
THE BRANDS WE
COULDN'T OUTSPEND

We asked
what it means to
own your future.

Everyone who stepped into our Future Booth had a unique answer. Lots of people answered that question in our Future Booth, but nobody had the same answer. So we built upon the long-term positioning we’ve developed for COUNTRY Financial and highlighted their commitment to understanding every client’s unique answer and building a financial plan to make it a reality.

country financial collage

We made our own

unique plan.

But what makes an insurance company unique in a sea of spokes-lizards, slapstick humor, Flo and Mayhem? Armed with an inside knowledge of COUNTRY company culture, ingrained over a decades-long partnership, along with laser-focused targeting and customer segment modeling, we helped COUNTRY Financial build sustained growth and success.

We didn't need

a billion-dollar

war chest.

This category spends $4 billion every year, but we chose to hack our way to an amazingly effective campaign by utilizing customer insights to find places where we have the best chance to win.

We outfoxed
the gecko.

By looking in depth at COUNTRY’s ‘best customer segments’ and targeting key markets with strong agent forces, we refocused the audience targeting and concentrated the geographic focus of marketing efforts to emphasize local marketing and hyper-targeting with a local-market domination strategy.

gecko image right

THE RESULTS

During our 35+ year partnership, and in spite of an annual ad budget less than 0.01% of category leaders, we helped COUNTRY grow into the Largest Farm Bureau Company in America.

Expanded From 6 to
19
States
AWARENESS SOARED TO
38 %
in ‘local domination’ markets