Securian’s Digital Characters Explain Insurance
Ellie and Bert use humor and everyday language in off-beat, up-beat online experience
This scenario greets employees who log into the digital description of group critical illness coverage, a voluntary benefit from
Ellie and Bert use consumer-friendly language and slightly goofy songs to explain this and other group insurance products the company offers. Ellie asks a few questions that employees answer on-screen while Bert strums his guitar in the background. Then he strikes a blues-y chord and sings:
Group critical illness insurance
Is totally boss
It can help you out
With some of your costs
“Critical illness is a serious topic but describing how it works doesn’t have to be,” said
Securian anticipates people will respond well to Ellie and Bert. In a recent independent study, 80 percent of those surveyed said they would use the program if it was available.
"We want to appeal to every age group and we’re using new media to reach all employees,” said
Following the conversation with Ellie, those who want more information go to an online calculator to get a personalized quote. (They also can get a personalized song from Bert delivered by email.) If they decide they want the coverage, they can go directly to the enrollment site.
Securian plans to ask Ellie and Bert to explain every new product it introduces.
“Bert knows insurance,” said Taylor. “Plus he’s a good guy and he needs the work.”
Insurance products are issued by
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Source:
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