PURE Expands National Advertising Campaign, Join the Club
Katie Krum
Chief Marketing Officer
July 26, 2024
Five new commercials in the Join the Club series lean in on prevention and service
Our membership model is one of our greatest assets and differentiators. It benefits nearly every aspect of how we run the organization—from how we make decisions, to the services we offer, to how we make our members feel.
Membership is what drives us to deliver the best service experience possible. It is what allows us to charge fair premiums—and return excess profit to members if we have charged too much—and it is what incentivizes us to help members avoid claims from ever even happening.
“...PURE was looking at potentially adding something to the property to prevent any kind of incident in the future. That kind of personal attention really sets PURE apart from all of the rest and is appreciated more than you might imagine.”– PURE member
And on a personal note, this focus on membership has a great deal to do with my return to working at PURE after more than 10 years away. It contributes to a culture where all employees come to work each day with the shared purpose of serving our membership well.
Originally introduced in 2022, our advertising platform, Join the Club, aims to introduce this notion of membership with an insurance company to our prospect audience and show them there is a better insurance solution—a club, if you will. These latest videos in the series (one :30 sec, four :15 sec) lean into PURE’s focus on service, prevention and foresight to show that you can get more from your insurance company.
Join the Club | No Brouhaha
In line with the message around loss prevention, we have introduced several new loss prevention programs to help members reduce their likelihood of experiencing some of the most common and disruptive types of claims (i.e. fire and water). We have more programs in the works for the last half of 2024 and 2025.
We produced the videos with longtime creative and production partner Farmuse along with Creative Director, Clark Morgan, and Director of Photography, Otto Arsenault.
The content will run on TV (national broadcast as well as premier placements on Hulu, Peacock and PrimeVideo) and across targeted social, display and YouTube. Other elements will soon include direct mail and website enhancements.
#JoinTheClub #LoveYourInsurance
