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Demo or Die

06.23.2014

Christine OutramVP, Invention Director | @cityinnovation

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Let’s start with some stats.

In most categories, 4 out of 5 brands are seen as increasingly homogenous.

Less than 1 in 10 ads are seen as different.

.05% is the average click-through rate for banners.

4% response rate is considered successful for direct marketing.

CPG brands spend three times as much money on cost cutting as they do on brand building.

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Stop it

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How do we break through?

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The best ads aren’t always ads.

WHAT WE’VE NOTICED

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An average consumer is exposed to between 254 and 5000 messages a day. In contrast, consumers interact with only 8 and 15 products and digital services.

LET’S PUT IT THIS WAY

Start with a problem, not a deliverable.

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LESSON ONE

Build a community of loyal followers, without mentioning the word insurance.

THE ESURANCE PROBLEM

A creative squad trumps a traditional creative couple.

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LESSON TWO

Invent

Prod.Design

TechUX

Acc.

Our lean Esurance team

No creative idea leaves our office without a business/user case.

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LESSON THREE

What we’re searching forwith every project we do

MAKES AN EMOTIONAL CONNECTION

SOLVES THE BUSINESS PROBLEM

THE CREATIVE

SWEET SPOT

SOLVES A USER NEED

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Run fast and smartLESSON FOUR

STRATEGIC LENS

1 PRODUCT

68 ideas produced over 10 days

TECH FEASIBILITY

SMOKE TESTING

6 INVENTION IDEAS2 PARTNERSHIPS

Fuelcaster.The web app that predicts tomorrow’s gas-price, per gallon, today.

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Demo or DieLESSON FIVE

8 weeks of development, soup to nuts.

HOW WE MADE IT

Test, Rinse, RepeatHOW WE MADE IT

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The results.

352,000 users since the launch in February 2014.

THE RESULTS

26% of users return to the app.THE RESULTS

#1 Google image search result for “Esurance”

THE RESULTS

v2, v3, v4...WHAT’S NEXT

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Summing up.Advertising is evolving.The best ads aren’t always ads.Demo or die.