“Unworry“, says the new advertising and marketing campaign from SGIC.

If you remember, not too long ago SGIC’s campaign revolved around the motto, “We’re fiercly competitive”. 

I hated the old campaign, but love the new campaign.

Why?

What do you think of when you’re told a company is fiercly competitive? “Who cares” came to my mind, repeatedly. Every company is fiercly competitive… what we as consumers want to know is, “what’s in it for me?” 

SGIC’s old campaign “fiercly competitive” motto made me think, “Fiercly competitive in what regard? Prices? Shareholder ROI? Profit margins?” The terms fierce and competitive don’t fit with insurance companies, at least, not in public marketing campaigns.

We want to think that our insurance company is like a warm loving parent, there to look out for us when we cut our knee… not a fierce tiger trying to savage the competition (and maybe us).

What do you feel like when you’re given the opportunity to “unworry”, as SGIC’s new campaign promises?

• Hopeful,
• Optimistic,
• Safe, and 
• Relieved that someone else is going to handle all the concerns of your life for you. 

Its also talking about whats in it for you, not the company.

If you’re looking at creating or changing a motto for your own company, use SGIC’s newfound focus as an example of speaking the right way to your audience.

• Keep it simple
• Make it bring out specific emotions in your target audience
• Tell your market what’s different about you

Don’t know if your motto is quite “there” yet? Why not ask your customers?