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Audience Insights

The Hartford

Speaking Millenial – The Hartford Audience Insights Case Study

The Hartford needed to reach Millenials in a way that felt relevant and authentic, and somehow make disability insurance funny. Second City Works ran a creative development workshop that delved into the life of the millennial and identified key audience insights. The end product was four short videos that communicate the benefits of disability insurance in a way that speaks credibly to the audience.

The Hartford partnered with Second City Works, the creative business communications division of The Second City, to create a series of entertaining and informative videos aimed at Millennials (ages 18-33). Starring Chicago’s world-famous comedy troupe, the videos dispel top misconceptions about disability insurance.

Goals
Show Don’t Tell – Cut Through the Noise With Authentic Communication
Offerings
Licensed and Co-Created Videos

Next Case Study

Farmers Insurance

Not So Great Expectations - Farmers Insurance Employee Engagement Activities
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