Despite providing stellar service for 150+ years, Franklin Mutual Insurance (FMI) lacked awareness among its target audience. Increasing that awareness was doubly important since their policies are sold exclusively through independent agents vs. dedicated brand agents.
Franklin Mutual Lives Into Its Tagline.
The brand had long used the tagline “Insurance for the way you live” for a good reason: their coverage-rich policies are designed to provide options tailored to individual needs. To increase memorability and modernity, we shortened the tagline (“For the way you live”) and brought it to life with the “Live” campaign. The campaign is instantly identifiable as FMI, with each ad showcasing a different life scenario – and how FMI supports it.