Esurance’s Super Bowl Triumph

It’s no secret how impressive the Seattle Seahawks looked during Super Bowl 48; the suffocating cornerback coverage, Russell Wilson playing at the top of his game, Pete Carroll’s hyper-strut, and Kam Chancellor punishing receivers like the second coming of Ronnie Lott. Although the game itself was no contest, there was just an easy of a choice on who won the competition in the ad game.

Esurance decided to walk the walk with a proactive strategy: emphasize the savings made from timely media planning, invest that money into the audience, and tie it all together to the company’s purpose. For as over-saturated as hashtag campaigns tend to be, this memorable one gave Esurance’s millions of impressions even though the game was over when Percy Harvin put the dagger in Denver’s heart with his kickoff return. During a Super Bowl filled with overdone cute animals, 80s cultural icons, and too much Tim Tebow to handle, Esurance won the game between brands with a simple, direct approach that galvanized their target audience.