Best Insurance Integrated Ad Campaign

In August 2013, MiniCo Insurance Agency introduced FantasyPlayerProtect, an insurance policy that allows fantasy sports gamers to recover their fantasy team ownership costs if key players are injured. The audience for the campaign was fantasy sports gamers, specifically those participating in fantasy football leagues. MiniCo had a short window of time in which to promote the product and educate potential customers prior to the start of the 2013 football season.

The campaign consisted of two key media: the product website and online banner ads designed to drive traffic to the website. The website and online banner ads were created and developed by MiniCo’s in-house marketing team. Supplemental promotion was achieved via Google paid ads, social media posts (Facebook and Twitter), and interviews on multiple sports talk radio stations countrywide. The website served as the primary medium for educating consumers about the insurance policy including coverage details, carrier rating, application process, policy issuance and claims handling. Consumers could submit an application via the website.

Banner advertising was carried out in two phases with unique creative for each phase. The initial ad campaign ran 8/13/13 through 8/27/13 and was designed to introduce the FantasyPlayerProtect product. The second ad campaign ran 8/27/13 through 9/8/13 and emphasized the benefits of the insurance policy for fantasy sports gamers.

Contributors:

Tim Kenny:	Executive Chairman, Aran Insurance Services Group
John LaCava:	President and CEO, Aran Insurance Services Group
Joseph LaGiglia:	Founder, FantasyPlayerProtect
Mike Schofield:	President and CEO, MiniCo Insurance Agency, LLC
Jim Mange:	President, HRMP, LLC
Dan Sommer:	Vice President, Marketing, MiniCo Insurance Agency, LLC
Christa Van Zant:	Marketing Manager, MiniCo Insurance Agency, LLC
Ken Owens:	Art Director, MiniCo Insurance Agency, LLC
Kitsuda Jaraspan:	Web Master, MiniCo Insurance Agency, LLC
Andrea Lasana:	E-Mail Marketing Specialist, MiniCo Insurance Agency, LLC

MINICO INSURANCE AGENCY

Location: USA