MyInsuranceExpert.com Accidently Leaks Ad Pitch
May 25, 2011
FOR IMMEDIATE RELEASE
DATE: May 25, 2011
MyInsuranceExpert.com Accidently Leaks Ad Pitch
Insurance Firm CEO Sends Confidential Email to Entire Mailing List
(Troy, MI) – On Tuesday, May 24, 2011 at 4:45 p.m., Lorne Zalesin, CEO of online life insurance brokerage firm MyInsuranceExpert.com, inadvertently sent a confidential email to the company’s entire mailing list.
The email was intended to solicit feedback from MyInsuranceExpert.com’s leadership team, board and investors about advertising concepts presented by the company’s ad agency. Zalesin was concerned that MyInsuranceExpert.com’s customers and prospects might find the concepts offensive. Making matters worse, the concepts in question were attached to the email.
Within the hour, the leak had already gone viral and Google alerts began to flood the Inboxes of MyInsuranceExpert.com’s marketing and public relations teams.
In an official statement this morning Zalesin said, “I hope everyone has a good sense of humor and knows how to take a joke. Let’s see if our clients understand how much fun we have at MyInsuranceExpert.com.”
The email is shown below.
About MyInsuranceExpert.com
MyInsuranceExpert.com is a Michigan-based company with more than three decades of experience offering affordable insurance services and support throughout the United States. MyInsuranceExpert.com’s new video, Never Boring, offers a view into its core value driven culture and insight into why it has won Top Work Places, Best & Brightest Companies to Work For & Michigan 50 Companies to Watch in 2011 awards. The video can be found on the company’s blog at MyInsuranceExpert.com/blog. It recently announced plans to hire more than 100 people. For more information, please visit MyInsuranceExpert.com.
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From: Lorne Zalesin [mailto:LorneZalesin@myinsuranceexpert.com]
Sent: Tuesday, May 24, 2011 4:45 PM
Subject: *CONFIDENTIAL* Funny or offensive? Need your input on new ad campaign
Leadership Team, Board and Investors:
Our advertising agency just pitched their ideas for our summer campaign, and I’m torn.
The direction I gave them was to use more humor and take some risks. I really want the world to see what a fun and cool company we are, and to be more comfortable having the life insurance conversation.
I’m concerned they may have gone too far. Sure my wife looks great poolside (don’t get any funny ideas, Macias), and I think the ideas are pretty hilarious, but will our clients and potential clients agree or will they find them offensive?
Please take a look at the concepts below and let me know what you think by EOD tomorrow.
Thanks,
LZ
Lorne Zalesin
CEO
1-800-REAL-LOW
p.s. DO NOT discuss this outside of the leadership team, board & investors until we decide which way we’re going and officially launch the campaign.
Posted in :health insurance | 4 Comments. »
This reminds me of that Super Bowl commercial where an office worker sent an erroneous “reply-to-all” then struck off around the countryside destroying computers so no one would see it. I was somewhat afraid Lorne was going to burst through the door and smash my machine but fortunately he seems good natured enough to not hide his error. Good on you, bro! Still, this is worthy of an “EPIC FAIL!!!”
I figure as a customer ,I probably was not suppose to get this message.
No problem. I wont let your campaign secret out ,but I do think its about time more companies used some humor in their advertising…especially insurance.
I like it!!!
Actually, I really like the 2nd(mistakes you made) and 3rd (Afford the poolboy).
The 1st ad about the second husband is a bit touchy, but should it happen …that second husband would be thankful not to have to pay your ex’s old debts.
I hope you dont mind that I commented. I like your humor,my husband would love it too!!!
Good luck!
Actually, Im also really like the 2nd(mistakes you made) and 3rd (Afford the poolboy).
The 1st ad about the second husband is a bit touchy, but should it happen
Haha; indeed. And yes, that one is a bit touchy, but hopefully provides a chuckle or two for most.