Amica puts customers at heart of brand campaign

The campaign uses human-centered storytelling to show how Amica’s relationships with customers develop through major milestones

Amica Mutual Insurance Company has launched Every Policy Tells a Story, an integrated brand campaign developed with creative agency Mother New York that focuses on the people and life experiences behind insurance policies.

The campaign uses human-centered storytelling to show how Amica’s relationships with customers develop through major milestones, unexpected events and changing needs. It centres on the company’s focus on compassion, trust and customer service.

Amica uses insurance forms to tell customer stories

Mother New York uses the familiar visual structure of insurance forms as a creative device, turning policy details into a window into customers’ lives, milestones and memories.

Inna Kofman, Creative Director, Mother: “The visual language of insurance forms felt like a very ownable place to play within the category. There’s something really poignant about juxtaposing technical language with the beauty of the life unfolding behind it.”

The campaign features four 30-second spots covering brand, auto, home and life insurance. The Brand Anthem follows different stages of life and generations, while the Auto execution tracks a driver’s journey and the Home film focuses on memories created within a home.

Campaign focuses on people behind policies

The Life execution centres on protecting loved ones and planning for the future, highlighting the role of life insurance across generations.

Ted Shallcross III, President, CEO and Chair of the Board at Amica: “Behind every policy is a person or family with a story worth protecting. Our customers stay with us an average of 18 years, more than three times longer than the industry average. That kind of loyalty is earned over time by consistently showing up when people need us most. This campaign does an incredible job of capturing trust we've built across generations and reminds us why the work we do everyday matters.”

Amica builds campaign around empathy

Tory Pachis, Chief Marketing Officer at Amica: “Empathy has always been at the heart of the Amica brand, and this campaign brings that promise to life. It pulls on the heartstrings. Rather than focusing solely on insurance products, these stories celebrate the people behind the policies, and they are very relatable scenarios for our customers. Our hope is that viewers see themselves reflected in these moments and understand that choosing Amica means choosing a company that will be there to support you through every stage of life.”

The creative approach is intended to differentiate Amica in an insurance category that frequently uses humour, mascots and abstract representations of products.

Mother New York takes product-led creative approach

Nico Baumann, Creative Director at Mother: “There are whole lives playing out behind every line of an insurance policy, so we let the product itself tell the stories. In a category that often relies on mascots and punchlines over the real-life benefits of the product, it felt like the most powerful thing we could do.”

www.amica.com

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