{"id":19601,"date":"2016-04-06T19:38:22","date_gmt":"2016-04-07T00:38:22","guid":{"rendered":"http:\/\/olduvai.ca\/?p=19601"},"modified":"2016-04-06T19:38:22","modified_gmt":"2016-04-07T00:38:22","slug":"my-passion-is-puppetry","status":"publish","type":"post","link":"https:\/\/olduvai.ca\/?p=19601","title":{"rendered":"My Passion is Puppetry"},"content":{"rendered":"
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My Passion is Puppetry<\/a><\/h3>\n

 <\/p>\n<\/div>\n<\/div>\n

\n\n\n\n\n\n\n\n\n\n\n
<\/td>\n\n
Campaign<\/strong><\/h5>\n<\/td>\n
\n
Company<\/strong><\/h5>\n<\/td>\n
\n
Launch Date<\/strong><\/h5>\n<\/td>\n<\/tr>\n
\"epsilon-theory-progressive-insurance-1\"<\/td>\n\u201cFlo\u201d<\/td>\nProgressive Insurance<\/td>\n2008<\/td>\n<\/tr>\n
\"epsilon-theory-geico-2\"<\/td>\n\u201cRhetorical Question\u201d
\n\u201cHappier Than A \u2026 \u201d
\n\u201cDid You Know?\u201d
\n\u201cIt\u2019s What You Do\u201d<\/td>\n		GEICO<\/td>\n2009
\n2012
\n2013
\n2014<\/td>\n<\/tr>\n
\"epsilon-theory-allstate-3\"<\/td>\n\u201cMayhem\u201d<\/td>\nAllstate<\/td>\n2010<\/td>\n<\/tr>\n
\"epsilon-theory-farmers-ins-4\"<\/td>\n\u201cUniversity of Farmers\u201d<\/td>\nFarmers Insurance<\/td>\n2010<\/td>\n<\/tr>\n
\"epsilon-theory-state-farm-5\"<\/td>\n\u201cMagic Jingle\u201d<\/td>\nState Farm<\/td>\n2011
\n2011<\/td>\n<\/tr>\n
\"epsilon-theory-esurance-6\"<\/td>\n\u201cThat\u2019s Not How It Works\u201d<\/td>\nEsurance<\/td>\n2014<\/td>\n<\/tr>\n
\"epsilon-theory-nationwide-7\"<\/td>\n\u201cChicken Parm You Taste So Good\u201d<\/td>\nNationwide<\/td>\n2014<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

We are supposedly living in the Golden Age of television. Maybe yes, maybe no (my view: every decade is a Golden Age of television!), but there\u2019s no doubt that today we\u2019re living in the Golden Age of insurance commercials. Sure, you had the GEICO gecko back in 1999 and the caveman in 2004, and the Aflac duck has been around almost as long, but it\u2019s really the Flo campaign for Progressive Insurance in 2008 that marks a sea change in how financial risk products are marketed by property and casualty insurers. Today every major P&C carrier spends big bucks (about $7 billion per year in the aggregate) on these little theatrical gems.<\/p>\n

This will strike some as a silly argument, but\u00a0I don\u2019t think it\u2019s a coincidence that the modern focus on entertainment marketing for financial risk products began in the Great Recession and its aftermath.<\/b>\u00a0When the financial ground isn\u2019t steady underneath your feet, fundamentals don\u2019t matter nearly as much as a fresh narrative. Why? Because the fundamentals are scary. Because you don\u2019t buy when you\u2019re scared. So you need a new perspective from the puppet masters to get you to buy, a new \u201cconversation\u201d, to use Don Draper\u2019s words of advertising wisdom from\u00a0Mad Men<\/i>. Maybe that\u2019s describing the price quote process as a \u201cname your price tool\u201d if you\u2019re Flo, and maybe that\u2019s describing Lucky Strikes tobacco as \u201ctoasted!\u201d if you\u2019re Don Draper. Maybe that\u2019s a chuckle at the Mayhem guy or the Hump Day Camel if you\u2019re Allstate or GEICO.<\/p>\n

…click on the above link to read the rest of the article…<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

My Passion is Puppetry   Campaign Company Launch Date \u201cFlo\u201d Progressive Insurance 2008 \u201cRhetorical Question\u201d \u201cHappier Than A \u2026 \u201d \u201cDid You Know?\u201d \u201cIt\u2019s What You Do\u201d GEICO 2009 2012 2013 2014 \u201cMayhem\u201d Allstate 2010 \u201cUniversity of Farmers\u201d Farmers Insurance 2010 \u201cMagic Jingle\u201d State Farm 2011 2011 \u201cThat\u2019s Not How It Works\u201d Esurance 2014 \u201cChicken […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2],"tags":[13321,15,10321,4594,11737,303,384,429,534,13322,13323],"class_list":["post-19601","post","type-post","status-publish","format-standard","hentry","category-economics","tag-adaptive-investing","tag-advertising","tag-ben-hunt","tag-cargo-cult","tag-epsilon-theory","tag-fed","tag-great-recession","tag-insurance","tag-monetary-policy","tag-quality","tag-stock-picking"],"_links":{"self":[{"href":"https:\/\/olduvai.ca\/index.php?rest_route=\/wp\/v2\/posts\/19601","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/olduvai.ca\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/olduvai.ca\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/olduvai.ca\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/olduvai.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=19601"}],"version-history":[{"count":1,"href":"https:\/\/olduvai.ca\/index.php?rest_route=\/wp\/v2\/posts\/19601\/revisions"}],"predecessor-version":[{"id":19602,"href":"https:\/\/olduvai.ca\/index.php?rest_route=\/wp\/v2\/posts\/19601\/revisions\/19602"}],"wp:attachment":[{"href":"https:\/\/olduvai.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=19601"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/olduvai.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=19601"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/olduvai.ca\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=19601"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}