Business Objective: To set Midwest Employers Casualty Company (MECC) apart from its competition and showcase its product and service offerings to a core audience of brokers, TPAs and risk managers.

Situation: MECC wanted to show their compelling emotive message to their customers and prospects, and they knew that using video could accomplish this more naturally and, at the same time, could leverage their success with existing customers. They planned to create a compelling marketing video that could be featured on the company’s new web site, mailed to prospective clients and played at tradeshows.

The Mercury Solution: Mercury guided MECC through the process of coordinating the shoot and preparing dozens of untrained interviewees to feel comfortable and prepared. Mercury conducted 26 one-on-one interviews of employees and customers, shot and gathered footage of MECC and customer work environments, and created motion graphics for a modern, professional final video. In order to ensure that MECC’s story would hit an emotional chord, Mercury also tracked down footage of an injured employee of one of MECC’s customers and his recovery process. After editing hours of footage, Mercury designed and printed a professional DVD case that could be mailed to prospects and distributed at marketing events.

Timeline: A month

Results: Within weeks of the video’s completion, MECC secured two new customers exclusively due to the video. One cold prospect had received the direct mail DVD and contacted MECC to become a customer. The video remains the most-watched asset on MECC’s web site. MECC has been so pleased with the video’s results that Mercury is already working on the next marketing video. An entire video series is planned and will be part of many future marketing campaigns for MECC.