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| Hawaii Insurer HEMIC Looks to Score Touchdown with Super Bowl Ads |
| Monday, February 03, 2014 |
Imagine you have an email which contains the salary information of all employees of your company, and instead of forwarding it to the one person who should see it, you send it to “All,” and everyone in the office knows exactly how much — or how little — one another earns.
That “Faux Pas” is the subject and title of a Hawaii Employers’ Mutual Insurance Co. Inc. commercial that will air on Honolulu Fox affiliate KHON throughout Super Bowl Sunday, and just before the 1:30 p.m. kickoff.
Created by Anthology Marketing Group, the advertising campaign conveys HEMIC’s message to its customers to let the insurer worry about their workers compensation insurance, so the customers don’t have to.
HEMIC CEO Martin Welch said the local television market commercials are actually very inexpensive.
“When people think about Super Bowl advertising, they think of the national ads, and what the Verizons and Budweisers and so forth are spending,” Welch said. “There’s no way we could even think of doing that, nor would we want to. It would not be a good use of our policyholders’ premiums.”
In Hawaii, which is a small market, advertising is very cost-effective and reasonably-priced, he added. Welch declined to say how much, or how little, exactly, his company is spending on the advertising package.
Two new commercials in the company’s “No Worries” campaign will air on Sunday. In addition to “Faux Pas,” a second ad called “Spa” shows a factory recall of tainted massage oil revealed to the spa manager while she is using the tainted oil on the client.
“We’re trying to show people, you’ve got enough to worry about in your business. You shouldn’t have to worry about your workers comp,” Welch said.
Welch said the commercials will air between 6 a.m. and the game’s 1:30 p.m. kickoff, and another will air during the 10 p.m. newscast.
“The Super Bowl reaches HEMIC’s target audience of company managers and small business owners in a way that is both effective and cost efficient,” Anthology CEO Dennis Christianson said in a statement. “Working together with our media partners at KHON, we were able to put together a strategic package that expands HEMIC’s profile and reaches both new and existing customers, while working within their fairly modest advertising budget. And we’ve truly loved developing this campaign for them.”
HEMIC is the third-largest property and casualty insurance company in the state, according to PBN research.
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