In an effort to increase business and educate individuals about changes in legislation, a local insurance agency wanted an effective way to make connections with area consumers. Having developed the positioning “Peace of Mind that Keeps Up with the Pace of Life,” we created a series of friendly radio spots that include snippets of unscripted interviews with the agents themselves. The first of these informative spots, “Like Coffee, Insurance is About Choice,” resonates with consumers by focusing on their need for an insurance policy that fits their life, not someone else’s. It goes on to showcase how this customer-focused, local agency can help them find the best fit. The radio spots help drive consumers to the agency’s website where they can listen to more of the interview, gather information about the policies offered, or reach out and contact one of the agents directly.