2006 Press Releases
DMW Takes Home Coveted "Best Of" Award Presented by Professional Insurance Marketing Association
Best of PIMA award honors "best of the best" in insurance direct marketing
Wayne, PA - May 10, 2006 - Warren Hunter, president and CEO of DMW, announced the agency and its client, The Hartford, were presented with the prestigious "Best of PIMA Award for Excellence in Marketing" in Naples, Florida. This honor is given annually by the Professional Insurance Marketing Association (PIMA) to recognize the "best of the best" in insurance direct marketing.
In November, 2005, the agency won three of the five Gold Awards presented by PIMA at its MarkeTTechSM Symposium held in Pittsburgh, PA.
DMW and client The Hartford won the Best of PIMA honor for the direct response television commercial called "Pulled Over." The commercial targets AARP-member drivers ages 50 plus. In developing the winning effort, DMW had to overcome three hurdles. First the target audience didn't believe it could save money by switching to the AARP Auto Insurance Program. Second, many members were satisfied with their current carrier and coverage. Finally, even if AARP could save those aged 50 and over money, the concern is that people might be reluctant to join this "retired persons" organization.
By using a universal experience - being pulled over by a police officer while driving - attention is gained and the barriers overcome. In "Pulled Over," money-saving benefits are cheerfully explained as the driver learns he is paying too much for auto insurance. To overcome the AARP stereotype, a younger on-screen announcer and contemporary backdrop are used.
Initial response was overwhelming. New policies issued and revenue generated far exceeded all forecasts. The cost-per-inquiry was 250-300 percent less than the target. As an added bonus, 40 percent of call volume came from prospective members for AARP.
To view the commercial, please visit http://www.dmwdirect.com/hartford.
The 2006 "Best of PIMA" award is the third won by DMW in recent years. They took home the coveted prize in 2002 with Highmark Blue Cross Blue Shield, and in 1998 for an agency self-promotion campaign.
Entries in the Marketing Methods Awards competition were judged equally on three elements: marketing strategy, creative strategy, and results, and entries fell into ten categories designed to evaluate a wide range of insurance marketing programs. The Gold Award winners in each category compete in the playoff competition for "Best of PIMA Award for Excellence in Marketing" presented at PIMA's Annual Meeting.
About Professional Insurance Marketing Association (PIMA)
Founded in 1975, the Professional Insurance Marketing Association (PIMA) is the nation's premier association for insurance marketers and consists of third-party broker-administrators, insurance companies, and allied business partners involved in the direct marketing of insurance products. PIMA is a not-for-profit organization that provides educational conferences, legislative updates, networking opportunities, publications and manuals to all whose primary business is insurance marketing and administration. For more information on membership or upcoming events, visit the PIMA Website at
www.pima-assn.org or call 817-569-PIMA.
About DMW Worldwide LLC
DMW is a full-service direct response advertising agency with offices in Wayne, PA and Plymouth, MA. The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Website marketing. Industries served include consumer products, financial services, B2B, non-profit, healthcare, and insurance. Warren Hunter, president of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW's Website at www.dmwdirect.com.