What it had to solve
After 2023's 'Remarkable things happen when people care' manifesto, the 2024 phase had to dramatise the company culture that champions employees' extraordinary lengths for customers.
How it works
Three :60 films — Cyber, Golf and Dog — inspired by true stories from winners of the In-Synch Service Awards presented by chairman and CEO Alan Schnitzer, launched on national TV on 16 June 2024 to mark the start of the Travelers Championship, the PGA TOUR event Travelers titles.
What it did
No campaign results figures given. The films aired nationally from 16 June 2024, timed to a championship that has generated more than $28 million for hundreds of local charities since Travelers became title sponsor in 2007.
Background
In 2023 Travelers debuted a brand manifesto and campaign around a simple idea: 'Remarkable things happen when people care', created with TBWA\Chiat\Day NY to show common cause uniting people across distance and differences. In 2024 the insurer launched the next phase — this time flipping the script to rely solely on customers telling the story on the brand's behalf.
The stories come from the winners of Travelers' annual In-Synch Service Awards, presented by chairman and CEO Alan Schnitzer. Three :60 films inspired by true stories launched on national TV on 16 June 2024 to mark the start of the Travelers Championship, one of only eight PGA TOUR Signature Events that year.
'Cyber' tells of a small-business owner whose bank account was emptied by hackers and the claim professional who understood time is of the essence. 'Golf' follows a young man injured on a job site and the employee who helped get him back to work and back to the game he loves. 'Dog' reunites a customer with the dog lost after a car accident, thanks to a claim professional who wouldn't give up. Unlike the category, the brand argued, it doesn't need gimmicky storylines — the most disruptive way to tell the story is to tell the real one.
Why it lands
The stories come from an existing ritual, the chairman's In-Synch Service Awards, not a casting call.
Cyber, Golf and Dog map to real claim categories customers actually face.
Timing to its own PGA event put the films in front of a mass audience the brand already owns.
Real customers as the spokespeople doubles as proof of the culture the campaign celebrates.
What you can take
In a category of invented dramas, unscripted receipts — real customers, real awards, real claims — can be the more disruptive advertising.
Since then
The films began airing nationally on 16 June 2024; the material reports no results beyond the launch.
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