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Ads Use Celebrities to Appeal To Consumers Age 20 to 30.


21st Century Insurance introduced a TV commercial in February featuring an all-star, motley crew
This page refers to a common fictional cliché. For the 1980s Rock band, see Mötley Crüe.


A motley crew is a cliché for a roughly-organized assembly of characters.
 made up of a professional wrestler, a centerfold cen·ter·fold  
n.
1. A magazine center spread, especially a foldout of an oversize photograph or feature.

2.
a. The subject of a photograph used as a centerfold, often a nude model.

b.
 model and a rock legend in its $7 million television and radio advertising campaign aimed at reaching an audience of 20- to 30-year-olds.

The insurer's ads feature model Anna Nicole Smith, former WWF See Windows Workflow Foundation.  and WCW WCW World Championship Wrestling
WCW Wellesley Centers for Women
WCW West Coast Watchers
 wrestler Randy "Macho Man" Savage and rock star Alice Cooper.

The ad rolled out in California, the insurer's home state and the largest auto insurance market in the nation. It introduces the company's new slogan, "Working Hard to Make It Easy." "This campaign is different from anything we have done before, We knew it had to be entertaining for the younger set. We want to promote the company's accessibility through its Web site, where consumers can get a policy price quote and purchase coverage," said Ric Hill, vice president of communications.

The ad follows those of other insurers, such as Aflac and Geico, which use humor humor, according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was  in advertising. Aflac spent $15.6 million and Geico $39.9 million on national television advertising in the first nine months of 2000, according to according to
prep.
1. As stated or indicated by; on the authority of: according to historians.

2. In keeping with: according to instructions.

3.
 Competitive Media Reporting.

21st Century is targeting the younger generation, because many of its long-term customer relationships began when policyholders were in their 20s and 30s. The company reports its annual renewal rate of existing policyholders is 95%. "Our customers tend to have a long-term relations hip with us. So, we're looking to the sons and daughters and a connection to the younger set," Hill said.

The ads feature the celebrities interviewing for positions at 21st Century and spoof See spoofing.

spoof - spoofing
 their respective personalities and how they are the opposite of qualities looked for in 21st Century employees. To illustrate the company's 24/7 accessibility, an ad plays off Alice Cooper's rocker night-owl lifestyle as not being company material. And 21st Century employees are supposed to be friendly, the opposite of Randy Savage's wrestling persona. Anna Nicole Smith isn't a suitable candidate, because she isn't able to discuss the lawsuits in which she is embroiled em·broil  
tr.v. em·broiled, em·broil·ing, em·broils
1. To involve in argument, contention, or hostile actions: "Avoid . . .
: 21st Century employees must be able to communicate openly with their customers.

Because Generation Y-teens to 20-year-olds-- and Generation X-20- and 30-year-olds--are the next huge marketing targets, many insurers are just beginning to court these demographics. According to a recent survey by KPMG KPMG Klynveld Peat Marwick Goerdeler (accounting firm)
KPMG Kaiser Permanente Medical Group
KPMG Keiner Prüft Mehr Genau (German)
KPMG Kommen Prüfen Meckern Gehen
, only 17% of 175 senior insurance executives surveyed felt they were prepared to serve the needs of Generation Y.

21st Century primarily markets direct personal auto and personal excess liability policies through distribution channels of direct mail, newspapers, radio and television. It is the fifth-largest personal automobile carrier in California, according to A.M. Best Co. data. 21st Century also writes coverage in Arizona, Nevada, Oregon and Washington. State Farm Group and Farmers Insurance Group are the two largest writers of private-passenger auto coverage in California, with about 27% of the market share, according to A.M. Best.
COPYRIGHT 2001 A.M. Best Company, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2001, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:21st Century Insurance
Comment:Ads Use Celebrities to Appeal To Consumers Age 20 to 30.(21st Century Insurance)
Publication:Best's Review
Article Type:Brief Article
Geographic Code:1USA
Date:Apr 1, 2001
Words:482
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