Plymouth Rock Assurance Turns Everyday Chaos into Musical Mayhem

As insurers navigate an environment of rising costs and increasing calls for trust and transparency, how does a regional insurance company break through and win over consumers? You guessed it: talking trees and singing turkeys!

In Plymouth Rock Assurance’s first brand platform with new creative agency of record McKinney, titled ‘Keep Calm and Rock On,’ the insurance company drives relevancy with its Northeastern customer base by personifying common claims in the region. From a tree warning of its impending fall to a turkey preparing to fight its own reflection in a car windshield — two regional quirks that Northeasterners love to poke fun at — the campaign shows discerning consumers that no one knows their insurance needs better than a company that lives where they do. And with Plymouth Rock Assurance on their side, they can face even the angriest turkey with a “keep calm” attitude.

For social media, McKinney takes the concept even further by setting disasters and flying objects to silly and interesting songs, with the chorus, ‘It’s a bleep show out there.’ This fresh, unexpected campaign signals that Plymouth Rock Assurance may not take itself too seriously, but it’s serious about offering an alternative to national insurance providers with an unmatched understanding of and commitment to the regions it serves.

‘Keep Calm & Rock On’ was driven by the insight that nothing bonds people tighter than fighting for something together. Building on that, people living in the Northeast may love to hate on the little quirks of their region, but no one shows up harder for the area and its people like they do.

This campaign brings a psychographic element to Plymouth Rock Assurance’s previously demographic-focused audience target. Dubbed ‘Active Optimizers,’ the company’s core target audience is price and value-driven, thoughtful about the brands they do business with and best met with transparency and honesty.