21st Century Insurance is an auto insurance provider with more than 50 years in the business. As part of the Farmers Insurance Group of Companies®, 21st Century uses a direct-to-consumer approach to offer its customers discounted car insurance. The insurance carrier looked to Archer to help concept and build its “Quotes 4 Causes” campaign, which was designed to raise funds for 21st Century’s partner charities and generate awareness of the 21st Century brand.
Archer facilitated relationships with a number of partner charities, including the March of Dimes and Special Olympics of Delaware, to pilot the program. The object of Quotes 4 Causes was simple: 21st Century would donate $10 to the participating partner charity for every auto quote completed through a call to action on the respective charity’s Quotes 4 Causes banner ads, emails, Facebook tab, or microsite.
Archer provided each charity with a customized online marketing starter kit that consisted of creative assets for the charity’s own Quotes 4 Causes microsite, logos, banner ads, and emails, as well as a custom URL and unique identification code for tracking clicks and shares. The kit also included creative for the charity’s Facebook page, making it easy for users to share the promotion with friends and family, further spreading awareness of their chosen cause.
The campaign was extraordinarily successful. 21st Century increased its brand awareness through a unique campaign that benefitted several worthy causes.