SOURCE: 21st Century Insurance Company

21st Century Insurance Company

May 17, 2010 08:30 ET

New Advertising Campaign Offers Consumers a Smarter, Sensible Auto Insurance Choice by Redefining Value

21st Century Spots Capitalize on Customer Price Sensitivity

WILMINGTON, DE--(Marketwire - May 17, 2010) -  21st Century Insurance and Financial Services, Inc., a leading U.S. direct-to-consumer auto insurance provider, today announced the launch of its new advertising campaign, "Same Great Coverage for Less." The spot, called "Door Dings," is the first in the series, showing a direct head-to-head comparison of savings customers can get -- without compromising coverage quality -- by switching to 21st Century from other major carriers. The new spot will be added to the company's existing advertising rotation.

The new campaign showcases how 21st Century offers the same top quality car insurance for less. Recent consumer research shows that price is a key driver for customers who want to replace an existing policy. The campaign uses bold actions and light humor to illustrate the "price sensible" message from the customer's perspective, addressing the major reason that motivates customers to shop: savings.

The new commercial brings 21st Century's value proposition to life for customers who understand that low price doesn't necessarily mean low quality -- and want the best value while getting complete coverage from a brand that's been serving customers for more than 50 years.

"21st Century's mission is to save people hundreds of dollars on their car insurance," said Tony DeSantis, President and CEO of 21st Century Insurance. "Our customers demand value now more than ever before and this campaign shows that we can offer them a smarter alternative for top-quality insurance, today... and in the future."

The commercial was developed by DonatWald+Haque, an agency known for campaigns that build a brand through direct response advertising that delivers measurable, positive return on investment.

"The top tier companies offer the same coverage and service. They all jockey for a point of difference, but they're the same. The new campaign embraces the fact that 21st Century is a parity brand with Geico, Allstate and Progressive," said Lucas Donat, founder and CEO of DonatWald+Haque. "The difference is that 21st offers the same coverage for less. A lot less."

The spots will initially appear on national cable networks. Additionally, brand elements found in the new spots will be introduced on the 21st.com website, used in online advertising, quote follow-ups and customer communications, where appropriate.

To get a quote or learn more, visit 21st.com or call (877)310-5687.

About 21st Century 
21st Century Insurance is a forward-thinking auto insurance business that meets the needs of today's customers. It is dedicated to providing customers with excellent coverage and award-winning service and helping them save on auto insurance. Insuring over 2 million vehicles across 49 states and Washington, D.C., 21st Century is also a proud part of the Farmers Insurance Group of Companies®, the third largest personal lines insurer in the country.