Sentry Insurance debuts first TV advertising campaign in more than 30 years

Spots created by gyro Chicago/Denver to air during PGA TOUR’s Sentry Tournament of Champions broadcast on Golf Channel

Sentry Insurance, one of the largest mutual insurance companies in the United States, is debuting its first national television campaign in more than 30 years. Created by gyro Chicago/Denver, the spots will debut in late December during the Golf Channel’s broadcasts leading up to, and including live coverage, of the Sentry Tournament of Champions on January 4-7, 2018. 

The campaign brings to life Sentry’s successful “Right By You” business-to-business brand platform which helps businesses understand how Sentry earns their trust by sitting down, talking, and listening to them. The concept is brought to life via two iconic blue chairs, representing the two-way conversation between Sentry and its customers.

The TV spots target a variety of business owners including “dealerships that keep businesses in business and the factories that keep the wheels of commerce moving.”

“They illustrate Sentry’s commitment to getting to know our customers, and understanding their business and the risks they face,” said Stephanie Smith, Sentry vice president of Marketing and Brand Management. “We’re better able to work with them to develop the right insurance coverage, safety services program, or retirement plan based on their needs.”

Earlier this year, Sentry signed a five-year agreement with the PGA TOUR to become the sponsor of the Sentry Tournament of Champions golf tournament. It is the 110-year old company’s first major sports sponsorship. 

The four TV spots are part of an integrated campaign supported by digital, print, event activations, and public relations.  

“Sentry is a highly respected company who understands the needs of their customers,” said Doug Kamp, ECD, gyro Chicago/Denver. “The PGA TOUR is a perfect platform to tell their humanly relevant story for the first time in more than three decades. We are thrilled to help raise awareness for a brand that truly practices what they preach.”

Fire – 30 seconds

Sometimes bad things happen. That’s when a business owner looks to their insurance company for help. This 30 second commercial dubbed “Fire,” helps business owners understand Sentry will be there for them, using a unique story-telling concept. Sitting down. Listening. Learning. Engaging in conversation to help the business insurance audience know that Sentry is Right By You.

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Right By You – 60 seconds

Talking less and listening more. That’s how you get to know a company. It’s how Sentry has done business for more than 110 years. This 60 second commercial is used to introduce Sentry to the business insurance audience.

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Right By You – 30 seconds

How does an insurance company understand what a customer needs? By engaging them in conversation and getting to know them. It’s how Sentry has engaged our customers for more than 110 years. Letting them know that Sentry will be Right By You. This 30 second commercial helps reinforce Sentry to the business insurance audience.

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Steel – 30 seconds

Running a successful company is many things. It’s competitive, chaotic, and challenging. There are highs. And there are lows. And at times, it can be lonely. There are those moments when you feel like the weight of the world is on your shoulders and all eyes are looking at you. Through it all, Sentry is there. This 30 second commercial reveals to the business insurance audience that Sentry is Right By You.

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Wire – 30 seconds

Whether your business is established—or just a dream—the choices you make to protect your company, and your employees, are important to you, and to Sentry. This 30 second commercial helps the business insurance audience understand that even if their business is just a dream at this point, Sentry is Right By You.

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About Sentry Insurance

Formed in 1904, Sentry is one of the largest and financially strongest mutual insurance companies in the U.S., holding an A+ (Superior) rating from A.M. Best, renewed in 2016. Headquartered in Stevens Point, Wisconsin, Sentry employs more than 4,000 associates across the nation. The company and its subsidiaries sell property and casualty insurance, life insurance, annuities and retirement programs for businesses throughout the country. See www.sentry.com for a complete list of underwriting companies.

About gyro

As the world’s first full-service global creative B2B powerhouse, our mission is to create ideas that are humanly relevant. gyro is Advertising Age’s 2016 B2B Agency of the Year and the BMA’s 2016, 2015 and 2014 Global B2B Agency of the Year. Our 700 creative minds in 16 offices work with top companies, including Aflac, Danone, eBay, Google, HP, John Deere, TD Ameritrade, Teva, USG and Vodafone. gyro is a part of the Dentsu Aegis Network, which is the 2017 MediaPost Holding Company of the Year. www.gyro.com 

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