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Anyone Else Sick of Esurance?

Posted By Robert Gorell On September 7, 2007 @ 10:13 am In Advertising,Branding,Relevance | 13 Comments

For all I know, Esurance.com [1] is a great company. But their commercials are polluting my brain.

Take a look:


(RSS readers click here for video [2].)


(RSS readers click here for video [3].)


(RSS readers click here for video [4].)

A few thoughts:

  • The name is, like, totally “1.0″. You’re not eBay. The only companies that should be allowed to be E-anything are ones that can wear it as a badge of honor for surviving the digital gold rush.
  • Do I really need “Erin Esurance” to save me from car-destroying, football-playing, thin-ice-skating robots if buying insurance can be done between latte sips? Besides, her real competition consists of talking geckos and metrosexual cavemen.
  • Geico.com [5]‘s ads are funny [6] because they present insurance as a mundane necessity that shouldn’t get in the way of your life. In fact, they’re just trying to save you time and money — maybe (i.e., “Just 15 minutes could save you 15% or more on car insurance”). Esurance’s Unique Value Proposition seems to be that they’re cute, oh-so-online, eco-friendly — because they somehow save trees/paper — and it’s as easy as “Quote, Buy, Print!” Nonsense. Their quote process is just as cumbersome as anyone else’s in their industry. I counted about 8 steps that I could see without putting in my personal information.
  • Erin’s Secret Diary blog is ridiculous. It’s great that they’re involved with environmental issues, but honestly… who can read this [7] crap? “Dr. Botanicus?” Really?
  • Sorry, but “Quick, get in the hybrid! [8]” is one too much.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/09/07/anyone-else-sick-of-esurance/

URLs in this post:

[1] Esurance.com: http://www.esurance.com/

[2] click here for video: http://www.youtube.com/watch?v=5jF04iI6cyw

[3] click here for video: http://www.youtube.com/watch?v=KQwKfUed-FI

[4] click here for video: http://www.youtube.com/watch?v=4uj4Jl9wUDU

[5] Geico.com: http://geico.com/

[6] funny: http://www.youtube.com/watch?v=iVvBXBZEhkw

[7] who can read this: http://www.esurance.com/home/erinsblog.asp

[8] Quick, get in the hybrid!: http://www.youtube.com/watch?v=a_I6ZHGC4C8

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