50,000feet is proud to announce the debut of PURE’s national integrated advertising campaign “Join the Club.” Anchored by broadcast spots, the omni-channel creative platform invites high-net-worth (HNW) audiences to consider a new approach to their insurance coverage.
To bring the campaign to life, 50,000feet developed a creative platform which plays on the idea that there is an unexpected or even unimagined solution—a club, if you will, for those who are not satisfied with the traditional idea of insurance. “Join the Club” also introduces the concept that PURE is structured as a “reciprocal exchange,” making each of its 100,800 policyholders a member of the organization.
The campaign’s launch includes a series of commercials depicting the discerning needs of typical PURE members. It teases some of the unexpected benefits of PURE membership, enticing the viewer to learn more.
The campaign art direction conveys a sense of joy and a touch of heightened reality. The music, a custom-recorded instrumental version of “Habanera” from Bizet’s Carmen adds sophistication alongside a feeling of familiarity. Other elements of the initial campaign launch will include direct mail and website enhancements. The videos also introduce the tagline “Love Your Insurance,” born from the passion and genuine enthusiasm PURE wants its members to feel when experiencing their membership benefits.
50,000feet developed the creative platform with insights gained from extensive category and consumer insight and strategic development engagement. Research consisted of a study of HNW audiences, an audit of the HNW insurance industry and interviews with members, brokers and employees which confirmed that PURE’s membership structure is one of the brand’s greatest assets and differentiators. But among prospective consumers, the notion of membership with an insurance company was unfamiliar and complex.
A property and casualty insurer focused exclusively on high-net-worth individuals, PURE’s mission is to make its members smarter, safer and more resilient so they can live their lives to the fullest.
The campaign will air on television (national broadcast, CTV and linear) and across targeted social, display and YouTube digital channels.