Whatever Happened to Erin Esurance?
The Esurance commercials have centered largely on the unique nature of online-only insurance. Originally, the commericals featured Erin Esurance, a pink-haired spy-type who avoids the danger of invading robots by…selling them affordable car insurance, we think. Maybe her secret agent powers are simply to get people affordable auto insurance online? It’s not clear what the secret agent character had to do with car insurance, but Esurance went for it. The Erin Esurance commercials ran until about 2010.
Why Did Esurance Get Rid of Erin Esurance?
The reason for the demise of Erin Esurance is entirely speculative, but it connects with results from a survey from 2009. People were told to rank various corporate mascots on words like “Appeal”, “Annoying”, “Sexy”, “Funny”, or “Sincere.” Erin did poorly in comparison to the trio of animated Pep Boys, the Gordon’s Fisherman and Microsoft’s Clippy. She had less overall appeal than any mascot except the Pep Boys. Unfortunately, she was more annoying than every mascot except for Clippy.
The one category in which Erin performed well was the “sexiness” category. Honestly, it’s hardly surprising. She is up against three disembodied heads, a yellow-slickered fisherman, and an anthropomorphic paperclip with a penchant for penmanship. Still, as corporate mascots go, Erin apparently earned top marks in that category.
Erin Esurance is no longer on television, but there are still a few devotees around the Internet. In the wake of her cat-suited hijinks and conspicuous pink hair (probably a poor choice for a secret agent, but let’s not quibble), Erin has taken on a bit of an Internet life of her own, though we wouldn’t recommend googling it. But, if you’re curious, learn why.
Esurance Commercials Post-Erin
Erin Esurance was an in-house mascot, meaning someone within the company created her. Esurance decided to hire an external firm after they dropped Erin from their lineup. Since then, they’ve been making slightly less absurd ads in the last few years.
A recent ad campaign features people of a certain age who demonstrate a comical lack of tech-savviness. One woman posted her vacation photos to her “wall” – not the Facebook kind, but the actual structural wall of her house – for ease of sharing. She also tells us that she saved 15 percent on her car insurance by spending 15 minutes on the phone. Her friend, bemused by the entire scene, points out that she saved more than 15 percent in half the time by using Esurance. The first woman tells that second that she is “unfriended.” The commercial plays on the norms of social media, while simultaneously poking fun at GEICO’s old way of doing business. Esurance is targeting GEICO with their new ad campaign, which may be a dangerous strategy. GEICO is one of the biggest spenders when it comes to insurance ads.
Today, Esurance has ads demonstrating how easy it is to get a car insurance quote online. So easy, in fact, that it’s almost scary. Esurance got it right, getting car insurance is easy! Letting us compare up to 50 quotes at once for you is actually even easier.
We see ads constantly throughout the day, and most of them fade to white noise before too long. Although the purpose of the Esurance commercials is to demonstrate ease of use, there’s no way to know if that message gets across. Or perhaps, people are just left thinking about other famous auto insurance icons.