Spec Client: Mousetrap Insurance

The assignment*

Brand: TBDBY (to be determined by you)

What We're Creating: Company Name & Manifesto

Target: Digital Insurance Shoppers - younger adults, just out of college and don't want to deal with another pain of "adulting"

One-Liner/Single-Minded Thought: "Insurance w/o the pain"

*All assignments are from Dan Hofstadter’s copywriting class at Writing Pad. I learned a ton and it was also one of the most bizarre writing experiences ever. (This is a good thing.)

My approach

To stand out from the get, I wanted a name that went “SNAP!” (There was also a mouse infestation in my house at the time, so vermin were on my mind.) I began with the insight of insurance meaning two things: independence, and that we all put a little in so that any one of us can take a lot out if something terrible happens. For what it’s worth, the manifesto I drafted got me very jazzed about insurance. I think that means it works.

The manifesto

Unless you’re selling it, you probably hate insurance. It’s on-purpose intimidating. The actual coverage is always worse than you think. And the market’s more crowded than a Cracker Barrel at Christmas. Most people just want to check the box next to “average coverage” and call it a day.

Don’t. Because actually, we’re on the same team. Mousetrap is the idea that despite the way it seems sometimes, we can take care of each other. And in this case, that means taking care of yourself. Insurance is independence. It’s when something insane happens, and you can weather it. It’s knowing exactly what’s covered because we talked about it long before your basement flooded with raw sewage.

Insurance is the collective agreement that we want to protect not just ourselves, but each other. It’s the idea that we each give a little so that when the piano falls on your Honda, we can get you a new one. (And maybe a new piano too, in case that one was yours.) Because the thing is, when it comes to sh*t happening, that sh*t can happen to anyone.

There’s a lot about insurance that’s wrong. At least Mousetrap can get this part right: we’re here to take care of each other. And while you can’t take it with you, you can get a new laptop if yours gets lifted from the coffee shop.

Mousetrap.

Insurance with a soul.