Privilege Underwriters Reciprocal Exchange (PURE), the policyholder-owned property and casualty insurer designed for successful individuals and families, announced the launch of its newest national advertising campaign, Join the Club, highlighting that with PURE Insurance, you’re more than just a policyholder–you’re a member.
PURE was built on the simple idea that the most responsible owners of the finest built homes deserve to pay less without sacrificing quality service. Leveraging a business model that aligns the interests of the company with its policyholders and investors, PURE aims to eliminate the conflicts that exist in the industry.
“Our new creative platform, Join the Club, 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,” said Katie Krum, CMO at PURE.
The creative 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.
The campaign officially launches on September 7, just a few weeks prior to the brand’s largest sponsorship event of the year, The PURE Insurance Championship Impact First Tee.
To create the campaign, PURE partnered with global brand consultancy and creative agency, 50,000 feet and boutique production company HB Films. Before production began, extensive research including a study of HNW audiences, an audit of the HNW insurance industry HNW insurance industry and interviews with members, brokers and employees.
“The research confirmed what we already knew,” said Krum. “PURE’s membership structure is one of our greatest assets and differentiators. But among our prospects, the notion of membership with an insurance company was unfamiliar and a little complex.”
This multi-year national campaign is designed to help build awareness and familiarity for PURE among high-net worth and ultra high-net worth audiences. It will begin with a series of commercials (one :30 sec, three :15 sec and three :6 sec) depicting the discerning needs of typical PURE members. Commercials will run across social, display, YouTube and TV (national broadcast and CTV). But this is just the beginning. PURE plans on developing Join the Club to be a core brand element.
You can find the campaign video and images HERE.