GCF Launches Upbeat SafeAuto Campaign

 To reinforce its cost-conscious positioning, SafeAuto Insurance Company recently launched a new advertising campaign from ad agency and production company Greatest Common Factory (GCF). The work consists of five 30-second spots, digital and a series of out-of-home ads that emphasize the company’s streamlined product and flexible, easy ways to pay.

 

Using the campaign theme lines, “The right car insurance for the right price” and “What drives us drives you,” SafeAuto speaks to the average cash-strapped driver whose car is more than just a way to get from point A to point B: It’s a companion that makes life’s journeys possible.

 

GCF’s new upbeat, positive ads focus on helping drivers stay in the rhythm of their lives, from commuting to work to doing the family shopping to going on vacation. “People love their cars, and we want our customers to know that we love their cars too,” said SafeAuto Vice President of Customer Demand and Experience Charlie Kordes. “SafeAuto’s goal is to help protect that coveted relationship.”

 

 “Call, click and enjoy the road ahead,” the ads say, focusing on the painless process of buying insurance from SafeAuto. The Columbus, Ohio–based property and casualty auto insurance carrier communicates with those drivers who simply need to keep their cars on the road every day and don’t want to pay a dollar more than they have to for the safety and security of insurance.

 

“The solution was really born from a universal truth we learned by simply listening to SafeAuto’s customers. People have a relationship with their car, not their insurance company,” said GCF Managing Partner of Business Jonathan Silverstein. SafeAuto understands that a car is more than a set of wheels, since 78 percent of drivers report having an emotional attachment to their ride, according to the Auto Index, a nationwide public opinion survey that reaches 5,000 people each month and provides insights into consumer sentiments on a range of topics affecting automobiles. More than 40 percent of motorists talk to their cars, and 33 percent give their cars nicknames, just as they would friends, the Auto Index says. SafeAuto believes its customers may be even more bonded to their vehicles, as Automotive.com reported in late 2012 that 61 percent of respondents had named their cars.