Let me start with this: I actually have an Amica insurance policy and they held no positioning in my mind before their Empathy campaign (I inherited the policy).
So, I was blown away by their “Empathy is Our Best Policy” campaign.
Of all the insurance company strategies, this one finally gets it right. Security is obvious, but EMOTIONAL security is what an insurance brand should be selling.
Bravo to Amica's marketing team for coming up with this.
I'm super curious to find out how they're integrating this within all customer touchpoints (e.g. customer service, billing, etc.).
Brilliant example of IMC at its best.