We ran an integrated brand campaign for Mercury with the idea that "Both is Better," promoting Mercury as the one place you could get both, your own personal agent and a great rate.
The campaign came out fine, but what I really enjoyed was a secret society we created for Mercury employees. The promotion gave employees, who switched to Mercury, a 10% discount on their auto insurance. Instead of an easily dismissed email blast, we created an interoffice society based on being 10% better than everyone else.
Welcome to "The 10% Better Society."
It began with an email from The Society inviting everyone to sign up, save money on their auto insurance, and instantly have a 10% better chance at getting a promotion.
Employees that signed up, got immediate access to an interoffice microsite known as "The Better Lounge" where you could get perks and hang with other society members,
Membership came with stickers and patches.
Membership came with a Backseat Driver Auto Insurance policy you could fill out and have sent to that special "know-it-all" second hand driver in your life.
It also came with a handbook that held The 10% Better Society code and steps to the Secret 10% Better handshake.
But, the most popular part was the 10% Better blog, where employees across the nation could share 10% better things to do and places to eat in their areas.
Sadly, The 10% Society never got off the ground.
