Client:
USAA
Bringing a program launch to life in a branded, highly engaging 3-D experience.
Interesting Fact
In just a few short months the “Drive it Home” mobile experience was in front of over 1.7 million people in 6 key markets.
From research to concept development, from strategy to in-market execution, IMG continues to deliver impactful results for the USAA business. They consistently over deliver for our members, our employees and our overall business goals.
Don Clark, Executive Director,
USAA Marketing.
Client Challenge
In 2010, USAA launched two revolutionary programs: USAA Auto Circle and USAA Home Circle. As part of its launch campaign, USAA envisioned an experience that would showcase the programs and encourage interaction with its new technology.
The experience needed to drive awareness of the new programs, have an impact on attendee opinion, and increase their likelihood to use USAA Auto Circle and USAA Home Circle in the future.
Our Performance
We designed a fully branded, interactive experience called the “Drive it Home” tour. Through creative use of Auto Circle and Home Circle campaign assets and cutting edge technology, the tour brought USAA's latest innovations to life for military members, veterans and their families.
The experience was highly effective based on our event follow-up surveys. We saw an increase in all measured aspects of the tour, including familiarity, likelihood to recommend and purchase intent.