HiRoad, the behavior-based auto insurance company that
rewards drivers for their good choices behind the wheel, is launching a brand campaign.
The creative, from Fred & Farid, Los Angeles, follows a series of people engaging in
everyday activities where they either choose inconsiderate or mindful behavior.
From putting the shopping cart back into the corral before heading to your car, to scooping up the
dreaded dog poop on the sidewalk, “Shopping Cart” highlights decisions that can positively or negatively affect the lives of others.
By showing these interactions
between strangers going right and wrong, the spot demonstrates how a positive environment requires conscious effort from everyone involved.
The 60-second spot ends with the
voiceover “When we take the high road together, everyone’s drive can get a little bit better.”
This sentiment is the backbone of HiRoad’s behavior-based auto
insurance ethos, according to the Rhode Island-based company, which was launched in 2017 as a spinoff of State Farm.
Unlike most auto insurance policies, where rates are
determined by Zip code, age or claims history, HiRoad uses a telematics-based app that recognizes drivers for the good choices they make on the road and rewards them with a monthly driving
discount.
The company recently upcycled billboard vinyl from
an out-of-home campaign to make one-of-a-kind duffle bags for employees and customers.