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Quantum Auto 2.0 Agent Product Launch

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Insights

Travelers had re-engineered its auto coverage to be more competitive than ever for more types of drivers. But we needed to convince agents and brokers to start quoting Travelers again to see just how much more cost-effective it could be for their customers. To show that Quantum Auto 2.0 represented a major leap forward, we needed a high-impact rollout campaign that drove consideration — and quotes.

This anthemic lifestyle video featured all of the powerful and easy-to-market, money-saving discounts that agents can offer drivers with Quantum Auto 2.0

Idea

Through an integrated campaign of online communications, interactive tools, video ecards and promotional direct mail, we positioned Quantum Auto 2.0 as NOT just an update of an old model, but instead, a completely re-engineered vehicle that is both more reliable — and less expensive. Our marketing solution centered on a multi-pronged strategy:

  • DISRUPT the independent agents’ day with an “important message” about a re-engineered NEW product, not just a product update
  • DISLODGE current perceptions about Travelers appetite/pricing by proving to them that things are truly different
  • INCENT agents to promote, quote, bridge and issue Quantum Auto 2.0
  • INFORM consumers about new auto insurance from Travelers
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We mailed a series of postcards to agents challenging them to quote Travelers’ new model for auto insurance.

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We utilized CGI in these videos showing all the ways Quantum Auto 2.0 has been re-engineered with a choice of several high-performance packages and discounts. View the videos

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We sent custom license plate mailers to agents that could not be ignored. This one urged agents to quote, while other plates were sent promoting the overall theme of loving the smoother ride of Quantum Auto 2.0.

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We developed an agent brochure to keep handy, creating buzz around the product launch event in each area. Click to view the brochure.

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We sent emails that were personalized from Travelers RVPs inviting agents to watch a series of videos on the completely re-engineered Quantum Auto 2.0 product.

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We produced high-impact steering wheel direct mailers encouraging agents to check out Travelers’ enhanced, new auto product Quantum Auto 2.0.

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We developed a digital “simulator” allowing agents to select their state and have the option of choosing from a variety of different driver profiles to see actual Quantum Auto 2.0 rates compared against the industry average. View the simulator

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We did a series of emails driving to online training that engaged agents in learning about the new product.

Impact

The Quantum Auto 2.0 launch was one of the company’s most successful product launches ever. In fact, it was recognized with the top Travelers Impact Award — for its tremendous contribution to business growth. In addition, this campaign helped drive:

  • A 620 percent increase in visits to the agent portal
  • Average open rates for email outreach of more than 50 percent
  • Nearly nine million additional consumer impressions generated by agents sharing co-branded advertising/social media posts
  • Dramatic increase in product quotes and issued policies
620%
increase in visits to agent portal
50%+
open rates on agent emails
9M+
additional consumer impressions