Passion People: IMA

Brand/Identity, Case Studies, Integrated

Work

The challenge.

IMA Financial Group, one of the top 30 insurance brokers in the country, had an identity crisis — they didn’t have one. So when they asked us to help build both an identity (and a brand) we had just one simple question, “Who do you want to be?” The answer was surprisingly… childish.

details

Year: 2014

Categories: Brand/Identity, Case Studies, Integrated

Approach

We used our creative to tell the story about the emotional connection between IMA producers (sales people), their work and their clients. The campaign centers on IMA employees and their commitment to their clients. By featuring IMA employees when they were children we hope to convey that the passion and love they bring to their job has been bubbling over their entire lives. The message is that with people in your corner who eat, sleep and breathe insurance, rest assured, your needs are covered.

Our campaign leveraged on and offline tactics, with an emphasis on print. For our print media, we focused on the editorial calendars of specific Business Journals to dictate our creative rotation in all of our target markets. We tailored each insertion to feature the name of a specific producer within that specific insurance category in that specific market to ensure our message was as focused as possible.

Ultimately, we drove users to a website called IMASUCCESSSTORY.COM, which captured the spirit of entrepreneurship through testimonials from business people who capitalized on their relationship with IMA to drive success for themselves and their companies. It uses this inspirational platform to connect and build trust with real-life business owners and decision makers.

Approach

We used our creative to tell the story about the emotional connection between IMA producers (sales people), their work and their clients. The campaign centers on IMA employees and their commitment to their clients. By featuring IMA employees when they were children we hope to convey that the passion and love they bring to their job has been bubbling over their entire lives. The message is that with people in your corner who eat, sleep and breathe insurance, rest assured, your needs are covered.

Our campaign leveraged on and offline tactics, with an emphasis on print. For our print media, we focused on the editorial calendars of specific Business Journals to dictate our creative rotation in all of our target markets. We tailored each insertion to feature the name of a specific producer within that specific insurance category in that specific market to ensure our message was as focused as possible.

Ultimately, we drove users to a website called IMASUCCESSSTORY.COM, which captured the spirit of entrepreneurship through testimonials from business people who capitalized on their relationship with IMA to drive success for themselves and their companies. It uses this inspirational platform to connect and build trust with real-life business owners and decision makers.

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