Why it works

This campaign is very well targeted to the Freedom Fighter in the insurance sector. Most Freedom Fighters started their own businesses so that they could be their own bosses; this campaign acknowledges that state of mind perfectly and should appeal to this segment. In addition, because the company positioned itself as small, its small business audience will be more likely to identify with it.

The marketing is more effective because Encompass does not sell directly to the consumer; the company is therefore not competing with its own clients, as many players do in the insurance sector. This lack of channel conflict makes the independent agent more likely to trust the company. The co-branded advertising underscores this quality and reinforces the company's partnership with small business. In addition, the creative execution is interesting and a little unusual; it is likely to get noticed.

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