Play On Campaign for The Hartford Gets Musical

The Hartford investment and insurance company today (29 August) launched an innovative digital campaign, titled Play On, created by agency Rodgers Townsend, which targets small businesses.

The unique element of this B2B effort is an interactive YouTube video titled Office Dance and media banner ads that allow users to interact with an unexciting office setting by selecting music and camera angles.

Users are invited to choose a song and watch the different ways in which the employees in the videos react. They can select six different tracks on both the banners and video, and the YouTube video also has the option of three different camera angles. Viewers are then invited to continue the experience at The Play On Portal website.

The interactive video, directed by Matt Miller and produced Cap Gun Collective, embraces the culture of small businesses around the USA by showing how music can play a vital role in how people approach their job.

“The Hartford views small business owners as dynamic people and hard chargers, and we wanted to create something that reflects how every small business is unique and operates to its own distinctive beat,” says The Hartford’s chief marketing officer Kathy Bromage.

“Office Dance takes a different point of view on how business owners and their employees can keep their business going, move through their day and, quite literally, Play On.”

The Play On campaign aims to show how The Hartford has been helping to protect over one million small business owners, so that they are prepared when the unexpected happens.