Hummel Group [Creative Campaign]

About the project

The Idea

Hummel Group came to us with an open mind and as we learned in their discovery call, they were ready to try anything. Their marketing team gave us some ideas of what they had seen with other insurance companies, stuff they liked, types of videos that might work well, and we took that information and ultimately decided to move into the next phase: The Roadmap Workshop

The Goal

Gathering for nearly two hours, Caret and the executive team at Hummel, sat around a conference room (food provided, of course) and tossed all the ideas against the wall - nothings off limits in the workshop. We came away from the two hours with a clearer picture of what everyone wanted to see and what was expected.

The Process

Based on the discussions we had in the workshop, we ultimately decided we’d move forward with one video to begin, a light-hearted creative ad that showed the common tropes and stereotypes that many have about insurance sales people: “all they do is golf”. From there we began the script writing, hiring of actors, location scouting and it all culminated into this…

The Results

We wrapped the project and the client has begun to see pretty solid results from paid ad spend on YouTube specifically. We ulitmately edited three versions: a 2-minute (full length), a 60-second (to be more ad friendly), and a 30-second version for traditional TV and streaming.

Behind the Scenes