It's a good thing to never have to use your insurance. For most, it is infrequently exercised security. With that in mind, however, how do you convince cynical first-time buyers that it is a necessity of life? With hundreds of insurance companies mailing offers to potential first-time buyers (who subsequently crumple and toss the lot of them), how do you break through? Amica is an insurance company that offers home, life and auto policies. Playing up the idea of FOMO (fear of missing out), the company can target these younger audiences in an engaging way while still stressing the importance of being insured. The regret of not having insurance in the aftermath of an incident can be easily avoided with affordable peace of mind from Amica. Don't get stuck in #CoverageFOMO.

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This proposed campaign includes a print ad, a billboard to catch commuters, an Instagram layout/profile refresh, a direct mail piece, and a rough concept for a TV spot counteracting the typical response to receiving insurance mail (please forgive my subpar acting).