Life insurance company Modern Woodmen has
launched its first campaign in 140 years.
"The Campfire Stories," from the Cronin agency, singles out the new pioneers of today: working moms. The spot has a narrator, an old-fashioned style
Westerner, talking about how hard Chloe works to be a good wife and mother, always looking out for her family.
Modern Woodmen “Campfire Stories” is a clever way to give life
insurance a personal touch.
The spot is here.
The campaign is currently running in Los Angeles, Mississippi, North
Carolina and Quad Cities, Iowa and Illinois.
The cross-media push includes broadcast, cable (ESPN, Food, Golf, HGTV, and the NFL Network), streaming (Hulu, Netflix, Paramount+, YouTube TV), paid
social (Facebook, Instagram), podcasts (Spotify), streaming audio (Spotify), programmatic OOH, specialty OOH and paid search.
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“This campaign is the result of a tremendous amount of
collaboration, research and planning to build a new brand platform that will fuel growth for Modern Woodmen for years to come,” said Elizabeth Proctor, vice president, client services at Cronin.
“We leaned in on the brand’s rich history ... [The story is] "entertaining and quirky in the best possible way to stand apart from others in this crowded category.”