We were able to show consumers the impact of smarter thinking and the power of efficiency. Insurance is an “uninspectable” category with an intangible product filled with messages of arbitrary savings. By using a palate of money we were able to show consumers the tangible benefit of being a part of a smarter company. By challenging the efficiency of Super Bowl ads, we were able to create relevant scale. We conceptually and visually represented the benefit Esurance had been espousing for years – Esurance is built to save money, and when they save, they pass the savings on to their customer.

Leveraging the Twitter platform and spending a fraction of the other Super Bowl advertisers, in the first 60 minutes we saw 224,000 responses. In the 36 hours after the commercial ran, there were 5.4MM hashtag uses leading to 2.6B social media impressions. Without requiring follows, our Twitter followers jumped from below 9,000 to over 270,000 in 36 hours, an increase of almost 3000%. We received 550MM Media impressions and “won the Super Bowl” without even being in it.