PowerPoint Presentation

Reinvigorating an old brand amid new competitionJenna Lebel, AVP & Head of Digital Marketing

2Heres what we know about insurance 13Insurance is low interest unless youre buying or using itPeople want good coverage2Its something people pay for and hope to never use

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U.S. Consumer MarketsConfidential Proprietary May Contain Trade SecretsIts a need, not a want what else do you pay for every month hoping you never have to use it?Its often paid for and never used. People hope to never and widely never file a claim. Frenetic ads confuse the category. Everyone is fighting to be top of mind with consumers. And often times, competitors are distracting you from what youre actually buying 2

3How do you communicate good, solid coverage in a compelling way?

Our brand is about offering peace of mind through solid coverage

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U.S. Consumer MarketsConfidential Proprietary May Contain Trade Secrets

4We wanted to communicate that in an engaging and disruptive waySo we sought engaging technology

Which generated a NEW opportunity

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U.S. Consumer MarketsConfidential Proprietary May Contain Trade Secrets54/10/17Ellen Video

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U.S. Consumer MarketsConfidential Proprietary May Contain Trade Secrets6Stay connected to partners So what can you take away?123Be willing to invest in being a first mover and being present in unexpected waysLeverage your first-mover position to get more value

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U.S. Consumer MarketsConfidential Proprietary May Contain Trade SecretsBe a good partner to get opportunities and access to alphas and betas; -- Be present in unexpected places in unexpected waysExperiment with new formats, new media placementsbe willing to try and fail and willing to invest in failure. Sometimes you win, and sometimes you lose both equally valuable. Expertise in 360 degree video technology gave us access to the Ellen team. Use learnings to continue to grow and scale do other things.

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Questions?

Thank you