» see the work
Independent distribution channels don’t like to just pass along someone else’s marketing materials. Their independence isn’t just a source of pride. It’s a point of difference. So when Travelers wanted to show their support of independent agents, we needed to find an innovative way to do that in a non-branded way.
Not only did we develop compelling messaging about the benefits of working with an independent agent, we brought that messaging to life in video—a format agents were eager to use.
Better still, we designed and programmed a new video customizer tool that allowed agents to personalize their own version of this video and easily share it with their clients. With just a few clicks of the mouse, this tool allowed agents to:
- add a screen to the end of the video with their agency logo, photo and contact info
- customize their own landing page they could share to promote their video
- automatically generate the HTML code to embed their customized video in their own website.
This video, and the accompanying video customizer tool, has been a huge hit with independent agents who do business with Travelers. In its first year,
- More than 8,800 agents signed up to use the tool and customize their own version of this video.
- The videos they customized/distributed have been viewed by nearly 2 million consumers (at no additional cost to Travelers!).