Psychological Insight
Companionship is core to the human experience and for 66% of households in the US, that includes their pet companions. We leaned into the intense, sometimes human-like persona of a pet to help roll out a new offering from an industry vet.
Physicians Mutual is a national provider of health, life and retirement products and has been an Intermark Group client since 2015. In 2022 Physicians Mutual announced the launch of its pet insurance, Physicians Mutual Pet and the agency created a launch campaign to supplement their initial direct marketing efforts.
Get your advice straight from the horse's (or doggo's) mouth.
Brand Strategy
"Physicians Mutual is a national provider of health, life and retirement products and has been an Intermark Group client since 2015. When Physicians Mutual announced the launch of its pet insurance, they worked with Intermark to launch a campaign to supplement their initial direct marketing efforts. "
Creative Idea
A “Petvertising” campaign was created featuring eight pets showcasing their own individual vet-visit testimonials where Physicians Mutual Pet insurance saved the day. In an anthem ad Physicians Mutual brand spokesdog Eddie, a three-year-old border collie from Omaha, introduces the seven new characters including Lucy the yellow lab puppy talks about her first “owie,” eight-year-old Buster who relays his passion devouring squeaky toys, and Butterbean the hypochondriac cat muses on the many injuries and illnesses he could encounter on any given day. In order to drive initial exploration of the new pet insurance product, an integrated campaign was launched across broadcast, video, digital display and social media integrated campaign. In addition to the ad campaign, the videos are utilized on Physician Mutual Pet’s community hub website page along with bios of each pet character. The campaign ran in local markets where the insurance is initially available. |
Market Results
In-market testing validated the impact of the PM Pet campaign elements. In comparison with markets reliant on search and remarketing tactics alone, the campaign achieved 70% higher conversion rates and almost triple (2.7X) the amount of site traffic.