USAA – What You’re Made Of, We’re Made For.
Once reserved exclusively for elite officers, USAA’s new eligibility requirements opened memberships to the greater military community and their families.
A new brand platform was needed that could equally appeal to active-duty service members and their Gen-Z children alike, all while retaining the brand DNA.
“What You’re Made Of, We’re Made For.” became the brand platform which adopted a philosophy of modular consistency with a strong visual identity, tag line and sonic branding.
The result of nearly two years of strategic and creative development, it was rolled out across all of USAA’s lines of business, from home and auto insurance to banking and financial products to military affairs and even internally facing communications..
MADE FOR NEW MEXICO – :15
MADE FOR SAN DIEGO – :15
DYNAMIC CREATIVE
With the help of dynamic creative optimization and a localized media approach, we went even further to prove that not only was USAA the right auto insurance, but that we were made for the very roads you drive on. The result was a 100+ assets with custom dynamic creative unique to each of our 16 core markets.
2020 – TV, OLV, OLA
When 2020 hit, it was time to show members new ways we were made for them. So, we hired robots, strapped cameras to their backs and shot some OLVs in record time, 100% remotely.
AUDIO BRANDING
Everything from the now ubiquitous U-S-A-A sound logo to custom musical beds were created, including this hold music banger. The internet approved.
