Columbia, S.C. - Colonial Life & Accident Insurance Co. announced a partnership with ESPN that involves the sole sponsorship for the "one-on-one" match-up analysis to run during ABC's college basketball game of the week each Saturday for the remainder of the regular NCAA season.
From January 26 through mid-March, Colonial Life will sponsor the in-game "One-on-One" feature, a match-up analysis of player and team statistics that gives viewers insight into which opponent has the edge. The campaign uses the in-game "one-on-one" feature along with advertising on ESPN, ESPN2 and ABC network television to reinforce the company's recent rebranding efforts.
"ESPN, through ABC, was able to provide us with a custom sponsorship vignette that not only supports our brand benefit of 'one-to-one benefits counseling,' but also delivers our message in a way that will resonate with a large viewing audience of working Americans," explains Tom Gilligan, senior VP of marketing and branding. "We want to use this campaign to further strengthen our position as the second largest provider of voluntary benefits at the workplace, and to bring attention to what makes us stand out from the competition—our one-to-one style of benefits counseling for working Americans."
To complement the "one-on-one" vignette, the 30-second creative focuses on the role of the Colonial Life benefits representative and showcases how important the person is in the benefits counseling process.
At the beginning of January, The Columbia, S.C.-based insurer revealed a new corporate brand to better communicate who the company is and what it does. With a new brand name, redesigned logo, and tagline "Making benefits count," the company is more focused on its strengths in one-to-one benefits communication and enrollment services alongside its personal insurance coverages. The repositioned brand is the culmination of a year-long project involving research with employees, employers and insurance salespeople. It replaces the previous Colonial Supplemental Insurance brand name.
Source: Colonial Life & Accident Insurance Co.
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