Company: Applied Underwriters, Omaha NE
Company Description: Applied Underwriters is a global risk services firm helping business and people manage uncertainty through its business services, insurance, and reinsurance solutions.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Insurance
 Nomination Title: 2022 More Wine Campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 1st, 2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 71 words used.
Each fall, Applied Underwriters rewards the independent insurance agents who quote and sell our policies with top-shelf wine and accessories. We needed to catch their attention in an unusual way that sparked discovery and joy, emphasizing the fact that we’ve added transportation insurance to the lines of business eligible for the promotion. This campaign also helps to build the Applied Underwriters brand and keep us top-of-mind with agents around the country.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
The campaign used two direct mail pieces, plus support from a dedicated website, BigDogHQ.com. (Applied’s mascot is a giant St. Bernard.) The whole campaign was tied together with the More Wine logo lockup, featuring a circular wine stain.
The first piece used a play on the expression “see the world through rose-colored glasses,” and contained a pair of glasses with rosé wine–colored lenses that folded out as the mailer was opened. It also featured an eye chart, but hidden in the chart was a secret message, revealed only to those who viewed the chart with the rosé-colored glasses.
The second mailer landed one month later. It begins as a standard-sized wine bottle, then expands to be comically large, with an extra-long label that extolls the virtues of wine. The opposite side features a long pour of red wine into a glass, and along the way it calls out the steps to earning more wine with Applied—ranging from the simple (send submissions) to the silly (begin construction on wine cave).
Supporting the effort online, the dedicated website detailed the rewards agents could earn, and featured an animated header graphic with an amusing play on the classic “ship in a bottle.” This was a truck in a bottle (playing off the emphasis on transportation insurance) that featured another, smaller truck in a bottle on its flatbed. That truck in a bottle, in turn, carried its own truck in a bottle, and so on to infinity, in an animated loop.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 86 words used.
The number of submissions overall was up from the previous year, as was the number of insurance agents getting their first quote from Applied. This meant more reward earners, which is tangible proof that Applied Underwriters truly has More to Love® in its insurance offerings.
In addition to the hundreds of agents who earned wine rewards, our direct mail campaign reached over 66,000 agents and partners who were reminded of Applied’s expanded coverage, and our message: It pays to get a quote from Applied.®
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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