Tag: Esurance

Last year, we observed that Super Bowl commercials tend to have either an epic or wacky approach. Both of those tactics are challenging for a financial services industry still working to regain consumer trust. And in 2014, the brands that ran ads found ways to thread the needle between those two camps by not pushing too hard in either direction. But, oh what a difference a year makes! In 2015, financial services brands had a glass of wacky juice on the way to the big game.

Super Bowl ads tend to be epic or wacky. These days, consumers may not want their financial companies to be either. Epic can be an overpromise, and wacky can come across as flip. For an industry still taking heat for the Great Recession, finding the balance of “play it safe” while still being memorable is key.

Consumers have been benefiting from reviews, ratings, leaks, reports and other sources of unfiltered information about brands for years now. For the 21^st century’s informed consumer, this wealth of information is never more than a Google search away. Now, we’re seeing more brands embrace this reality – the reality that they cannot hide anymore behind a façade of expertly-fabricated perfection. Consumers will discover details - good, bad and in between - regardless of brands’ readiness to accept this fact or not. Slowly but surely, brands have embraced this idea and an “if you can’t beat ‘em, join ‘em” mentality of accepting and even showcasing, unfiltered consumer-created social content.