USAA SafePilot
OPPORTUNITY: SafePilot was developed as a new way for USAA auto insurance customers to save money. Hawkeye was tasked with introducing this app to consumers to not only get current USAA customers enrolled in the program, but to attract new customers as well.
ACTION: I was part of the team that developed the campaign and brought full-funnel assets to life: from email and direct mail to radio and broadcast. The spots here were used in broadcast and preroll, plus fed additional social executions in Facebook, Instagram, and Snapchat.
RESULTS: Not only was the client thrilled with the output, USAA saw an immediate increase in SafePilot downloads and usage. As of 9/22/21, daily driver enrollment year-to-date was 203% higher than in 2020, and policy growth year-over-year was nearly 75%, with nearly half of new policyholders opting into the program.
My Role: Strategy and Copy
Director: Mark Hoffman
Editors: Amanda Moreau and Kallie Billadeau
Executive Producer: Guy Williams
Producer: Audi Marrero
Creative Director: Jonah Levine
Associate Creative Director: Tim Bunker
Senior Art Directors: Conal Love and Marina Rutenberg
This hero :30 broadcast spot was the foundation of our SafePilot visuals, featuring three safe-driver personas brought to life. The SafePilot campaign was months in the making and took a village from start to finish, culminating in these incredible assets that the client loved.
This :15 ad featured the lead safe-driver persona from our :30 broadcast spot, allowing us to get more bang for our production buck.
To help give the SafePilot video assets more life in market, we built out additional safe-driver personas in the same style as our foundational broadcast spot. Not only did we produce this spot with our Straight to Voicemail persona, we developed a :06 (also in this list) and several social assets as well.
We produced a pair of :06 preroll spots, including this Straight to Voicemailer spot that builds on the equity of the :15 spot with the same safe-driver persona.
Our Yellow Light Respecter safe-driver persona was developed specifically for this :06 preroll and several social assets.
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Role Copywriter
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For Hawkeye Agency
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Date 2021
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Type Broadcast + Social
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