The insurance industry's advertising has become so strongly linked to anthropomorphic characters and over-the-top personalities that not having a mascot (or jingle) has become a point of differentiation for at least one company. However, talking animals and character-driven ads do have a payoff as 48% of U.S. adults agree that mascots make it easier to relate to insurance ads, according to a survey from The Harris-Poll and Ad Age.
At the same time, 53% of U.S. adults said they want to see relatable insurance ads, the survey found. As well as relatable ads, 63% of U.S. consumers said they prefer informational ads, while fewer preferred an emotional approach.
However, adults under the age of 30 show do favor "humor and heart," according to The Harris Poll. When segmented out, 63% of Gen Z and young millennials said they want to see funny insurance ads, according to The Harris Poll. Just 48% of U.S. adults across all cohorts said the same. Gen Z and young millennials also show a stronger preference for nostalgia-driven ads than the overall population.
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Steve Hallo
Steve Hallo is managing editor of PropertyCasualty360.com. He can be reached at [email protected]
