Cultivating Symbiotic Relationships through Innovative Insurance Advertising

Fidelity Benefits & Insurance sought to differentiate their services in a competitive market. We developed a print ad campaign inspired by nature's symbiotic relationships, highlighting their client-first approach. The campaign increased new client inquiries by 14%.

About Fidelity Benefits & Insurance

Fidelity Benefits & Insurance Services is a premier provider of brokerage and consulting services for group employee benefits, property, casualty, and risk management. With a focus on understanding, developing, and implementing effective employee benefit programs and policies, Fidelity Benefits and Insurance goes above and beyond to deliver cost-effective insurance solutions tailored to each client’s unique needs.

Project Overview

Fidelity Benefits and Insurance approached me to create a print ad campaign that would showcase their commitment to working closely with clients and fostering relationships that surpass the industry standard. The goal was to develop a series of three ads that would grab attention while differentiating Fidelity’s services from competitors.

Challenge

In a market where insurance firms often maintain a hands-off approach, Fidelity Benefits and Insurance needed a campaign that would effectively communicate their dedication to working hand-in-hand with clients, creating partnerships that go beyond the norm.

Solution

To highlight Fidelity Benefits and Insurance’s client-first philosophy, I turned to nature for inspiration, drawing parallels between the firm’s approach and the symbiotic relationships found in the natural world. By featuring visually striking images of a bee pollinating a flower, an Aspen grove, and ants carrying a leaf together, I created a campaign that stood out from traditional insurance advertising.

Each ad’s narrative focused on a different aspect of Fidelity’s commitment to its clients, such as fostering symbiotic relationships, measuring results holistically, and harnessing the power of synergy. The accompanying copy reinforced these themes, emphasizing the firm’s dedication to providing personalized service and innovative products that meet clients’ unique needs.

As the Art Director, Copywriter, and Creative Director, I led the strategic conceptualization and realization of these ads, utilizing my skills in the Adobe Creative Suite to execute the visual design.

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The Results

The campaign’s success was evident in the 14% increase in new client inquiries, demonstrating its effectiveness in resonating with the target audience. By veering away from traditional insurance advertising, the campaign created a memorable connection between Fidelity Benefits and Insurance’s unique service philosophy and its clients.

We were very pleased with the marketing campaign Michael and his team created for us. It was innovative and accomplished our goal. The firm was very professional, and delivered on every item on time. We will definitely use them again and would recommend to anyone.
Kori Dorton
V.P., Fidelity Benefits & Insurance Services
We were very pleased with the marketing campaign Michael and his team created for us. It was innovative and accomplished our goal. The firm was very professional, and delivered on every item on time. We will definitely use them again and would recommend to anyone.
Kori Dorton
Kori Dorton
V.P., Fidelity Benefits & Insurance Services

Industry

  • Insurance

Project Type

Involvement

  • Art Director
  • Copywriter
  • Creative Director

Tools

  • Adobe Illustrator
  • Adobe InDesign
  • Adobe Photoshop