Core Insights - Plymouth Rock Assurance is launching a new campaign titled "Keep Calm and Rock On," aimed at enhancing customer relatability and trust in the Northeast insurance market [1][4][5] - A J.D. Power study indicates that only 15% of insurance policyholders have a "high level of trust" in their providers, highlighting the need for brands to connect with customers on a personal level [2] Campaign Details - The campaign features humorous and relatable elements specific to the Northeast, such as a tree warning of its fall and a turkey attacking its reflection, emphasizing the everyday absurdities of life in the region [3] - Developed by McKinney, the campaign will be launched across various media platforms including TV, social media, and online video, marking a new creative direction for Plymouth Rock [4] Brand Strategy - The "Keep Calm and Rock On" platform reflects Plymouth Rock's strategy to leverage its "Local Advantage," showcasing its understanding of regional challenges and character [5] - The company aims to build a brand that feels relevant and relatable, addressing the low consumer trust in insurance and the perceived distance of national carriers [5] Company Overview - Plymouth Rock Assurance offers a higher level of service and innovative products, managing over $2.3 billion in auto and home insurance premiums across several Northeastern states [6]