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The Quietness of Wawanesa Insurance

Written by Michele Wilmonen. Posted in Advertising, Research Last Updated: 03/23/2013

Wawanesa’s new J.D. Power ranking is something to shout about, but they rather not.

Commercial

Commercial opens with two young people in a car and continues to show different drivers and families using their cars for their everyday routine, as well as having fun driving. As the announcer talks the commercial shows:

  • an older driver standing by a car and the award that Wawanesa earned from J.D. Power
  • a middle-aged couple taking a drive in their convertible
  • a dad handing over the keys to the car to his teen daughter
  • a woman and her dog sitting in the back of her antique truck that she uses to haul stuff for her garden
  • a family unpacking groceries
  • a young couple getting ready to go skiing
  • finally a young man jumping over the door of the convertible he was in to impress the girl in the car.

Announcer: We’re Wawanesa Insurance, J.D. Power and Associates ranks us highest in customer satisfaction amongst auto insurers in California. We almost hired the loud lady that sells food choppers on TV to tell you that (shows the loud lady chef that sells food choppers on TV), but that’s not how we role.

We quietly give great rates to good drivers. Besides the best sales people are our own policy holders. After all, their referrals account for nearly half of our new business. So call now, please. Very personable quote specialists are standing by.

Commercial ends with the Wawanesa Insurance logo on the screen and the 4 different types of insurance they sell. Below that is the phone number for Wawanesa and “call now”.

What Wawanesa Is Trying To Do

Wawanesa is taking the high road and completely bypassing the whole price war that is so heavily focused on between insurance companies. Instead, they are focusing on one of the bigger things that cause drivers to switch insurance companies, their customer service.

They don’t make a big fuss out of it either. Instead, they quietly tell you that they won a J.D. Power customer service award which this award alone is enough to make many people switch. But by advertising it, they are trying to spark the interest of drivers that are not happy with the customer service at their own insurance company right now.

The icing on the customer service argument comes at the end when they basically tell you that their customer service is not only good enough to win an award, it is also so good that half their new business comes from word of mouth advertising. Word of mouth advertising is when a person is so happy with a product or a service that they tell everyone they know about it. Companies love this type of advertising, because it’s free.

And to get to the point that your service is so good that half of your business comes from this type of advertising means that you are very good at what you do.

My Thoughts on this Wawanesa Commercial

There are two types of insurance commercials that I like to watch (when I have to, I don’t watch insurance commercials for fun); the ones with humor and then the ones that spark a desire to go out and do something fun.

For me, this Wawanesa commercial falls into the latter. Seeing all these people having fun around and driving their cars makes me want to take a road trip. I honestly didn’t even think about insurance when I watched. My mind keyed in on the impressive customer service and all the fun the people were having with their cars. At the end of the commercial I felt very calm and relaxed.

I think that Wawanesa put this commercial together beautifully and I am giving it two thumbs up.

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Michele Wilmonen

Michele’s first introduction to insurance was working for a major insurance company as a file clerk and a mailroom supervisor in a regional office. She learned insurance directly from underwriters and claims adjusters from questions and also watching them do their job. Since then, she’s earned a number of insurance certifications from the Insurance Institute of America and also a Bachelor’s degree from the University of Idaho. She blogs at Car Insurance Guidebook.

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