“Insurance is like boy bands in that it is ubiquitous, and while everyone has a favorite, there is no ‘greatest’ boy band,” Goldstein wrote. They would form a new group: Boys No More. They ultimately picked Joey Fatone from *NSYNC Nick Lachey from 98 Degrees Joey McIntyre of New Kids On The Block and Wanya Morris of Boyz II Men. Once they landed on the idea of featuring bands who formerly graced MTV’s Total Request Live stage, the brand had to figure out which singers to include. They decided to again flip through the pop music back catalog because “leveraging nostalgia is a powerful way to speak to consumers in a unique way, while communicating the values of insurance through culture,” Goldstein stated. “Our goal was to create something new and exciting that would surprise and delight audiences and customers,” Linda Goldstein, EVP of customer experience and marketing at CSAA Insurance Group, stated in an email to PRWeek. The AAA-affiliated insurance provider’s creatives wanted to build on their successful 2022 campaign Rickroll, which featured ‘80s singer Rick Astley and his popular song, “ Never Gonna Give You Up.” Which of the following is your favorite ‘90s boy band: *NSYNC, 98 Degrees, New Kids On The Block or Boyz II Men? Thanks to CSAA Insurance Group, you don’t have to decide.
Campaign: Boys No More Companies: CSAA Insurance Group Agency Partners: Deloitte Digital (creative) Red Havas (public relations) Heavy Duty Projects (music) and Calmatic (video) Duration: Jongoing
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