As a small, Hawai‘i company, First Insurance needed to stand out from
the geckos, mayhem and cavemen, as well as compete with
established national brands with deep pockets and potentially lower prices.
In order to accomplish this, we not only needed to get them noticed,
but we also had to turn being local into a benefit in an honest and relatable way.
We developed an integrated, multi-channel brand campaign around
the theme that “In paradise, bad still happens.” It reminded Hawai‘i residents
and businesses that a single event like a fender bender, a break-in,
fire, or water damage can disrupt our seemingly perfect lives.
The campaign kicked off with more traditional components including
broadcast, print, and online banners.
We punked Hawai‘i on April Fool’s Day
Building on this idea, we launched an integrated advertising and PR initiative – including posters, fliers, street teams, radio interviews,
social media, and news appearances – that drove people to local singer Kimie’s new music video launch on youtube.
What the public did not know, was that this was yet another extension of the campaign (spoiler alert).
By affiliating with Kimié, First Insurance capitalized on her large fan base, which includes local top 40 radio listeners and 25,000+ Facebook fans.
