TITLE

As rivals propel spending, Chubb tests campaign

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
October 1999
SOURCE
Advertising Age;10/11/1999, Vol. 70 Issue 42, p17
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article describes a television, print and radio advertising campaign being tested by Chubb Group of Insurance Cos. in Palm Beach and Boca Raton, Florida, as of October 1999. The Florida test includes a humorous series of advertisements from New York-based Shepardson, Stern & Kaminsky which plug the upgraded coverage policy of Chubb for higher-priced cars, called Auto Preference. The advertisements show toy cars zooming around a house before meeting painful deaths. Voice-over explains the need for a better auto policy with pre-set replacement value for total loss or a choice of mechanics for repairs. The campaign is meant to correct the low consumer awareness of Chubb against rivals with large television efforts, such as Geico, Progressive Insurance and State Farm Insurance Cos.
ACCESSION #
2369583

 

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