Objective
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Ad Campaign: Freeway Insurance vs Squid Game
B2C Social Media Ad Campaign for Freeway Insurance
by Marco Aguilera, Creative Director & Brand Strategist
Objective Summary
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Campaign Strategy
This social media campaign aims to boost brand awareness and engagement for Freeway Insurance by leveraging the cultural relevance of Squid Game and bilingual messaging to deepen engagement and drive action. The campaign creatively positions Freeway Insurance as a reliable solution for regular and hard-to-insure customers, using pop culture and language inclusivity to deepen its impact on social media platforms.
The campaign strategically:
  • Parody: Grabs attention using a Squid Game-inspired video that draws parallels between the show's high-stakes environment and the risks of being underinsured.
  • Pop Culture: Leverages pop culture and language inclusivity to deepen its impact across the target demographic ages 18-45 year old, all genders.
  • Target Demographic: The video appeals to both English and Spanish-speaking audiences, with a specific focus on the latter by featuring Squid Game contestant Carlos and closing with a Spanish-language call to action: “Hablamos Español.”
  • Promotes Standard & Non-Standard Insurance: The video promotes standard regular insurance and non-standard for individuals and businesses in high-risk or complex coverage situations.
  • CTA with Promo Code: Drives conversions by motivating viewers to request a complimentary quote through a compelling call to action at the end of the video. "Call or click to acquire a complimentary quote using code, FreewaySquidContestant." (Copywriting note: "Complimentary” was used in place of “free” in the CTA to maintain a sense of high-quality and value, were "free" may come across as low-value, discount-driven, or low-tier insurance coverage.)

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Key Objectives
The campaign's key objectives:
  • Drive brand awareness and excitement by leveraging the global popularity of the Netflix phenomenon Squid Game through the engaging video insurance analogy.
  • Promote catering services to the Spanish-speaking community by featuring Squid Game contestant Carlos and offering Spanish-language customer support in the CTA.
  • Promote the non-standard insurance coverage through the Squid Game analogy.
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Video's Subtle Marketing of Non-Standard Insurance Coverage
  • Drivers with poor driving records, DUIs, or multiple accidents.
  • Businesses with high-value properties or those located in high-risk areas.
  • Businesses with unique or complex operations that require specialized coverage.
  • Individuals with challenging insurance situations like those needing SR-22 filings.
  • Encourage signing up for Freeway Insurance through the use of CTA at the end of the video.
Target Audience
Demographics
  • Age: 18–45
  • Gender: All genders.
  • Language: Primarily English and Spanish speakers.
  • Ethnicity: Broadly multicultural, with emphasis on Hispanic/Latino audiences.
  • Income Level: Low to moderate income brackets.
  • Location: Urban and suburban U.S. areas, especially in states with high non-standard insurance demand (e.g., California, Texas, Florida).
  • Employment Status: Working-class individuals, small business owners, gig workers.
Interests
  • Pop culture and trending TV shows (e.g., Netflix's Squid Game).
  • Personal finance and budgeting.
  • Automotive culture and driving-related content.
  • Spanish-language entertainment and community events.
  • Content from influencers or reality TV personalities (especially those from Netflix shows).
  • Services and tips for navigating legal or financial challenges.
  • Small business tools and resources.
Behaviors
  • Likely to seek affordable insurance due to previous driving infractions, DUIs, or lack of traditional coverage (non-standard market).
  • Engages with culturally relevant or meme-based content on platforms like TikTok, Instagram, and YouTube.
  • Searches for or clicks on Spanish-language CTAs and bilingual services.
  • Watches short-form, humorous, or relatable video content.
  • Shops based on trust, value, and accessibility over brand loyalty.
  • Likely to explore non-traditional or high-risk insurance options (e.g., SR-22).
  • May rely on mobile devices for browsing and purchasing services online.

Content Plan & KPIs
Video Asset: A pre-produced campaign video reimagines the high-stakes world of Squid Game through an insurance lens, featuring contestant Carlos wearing the iconic "456" — a symbol of resilience and triumph, inspired by Seong Gi-hun from Season 1. His journey is proudly backed by the Freeway Insurance brand, signaling confidence, determination, and the will to win.
Objective: Maximize the impact of the video across social platforms to drive brand awareness, engagement, and Spanish-speaking audience conversions for standard and non-standard insurance services.
Platforms:
  • Instagram
  • TikTok
  • Facebook
  • YouTube Shorts
  • X (formerly Twitter)
  • LinkedIn
Content Breakdown & Strategy
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English Video Version
  • Copy Example: "Life can feel like a game you can't win, unless you have Freeway Insurance. Watch Squid Game contestant Carlos take on the high-stakes insurance game. Don't gamble with your coverage—Freeway Insurance has your back. Hablamos Español."
    #FreewayInsurance
    #Insurance
    #SquidGameParody
    #NonStandardInsurance
    #StandardInsurance
    CTA: "Call or click to acquire a complimentary quote using code, FreewaySquidContestant."
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Spanish Video Version
  • Spanish copy Example: "¿Manejas sin seguro? No jueges con tu vida. Mira a Carlos, de Squid Game, enfrentarse a los riesgos del camino — y descubre cómo Freeway Insurance puede ayudarte hoy mismo. Citas disponibles en español."
    #FreewayInsurance
    #Aseguranca
    #SquidGameParodia
    #SquidGameParody
    #PólizaNoEstándar
    #PólizaEstándar
    CTA: "Llame o haga clic para obtener su cuota gratuita, usando el código, FreewaySquidContestant."
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Engagement Boosters (Polls + Questions) with Static Ad of Copy Example
  • Copy Example: "What's more stressful: Red Light, Green Light… or having to file for an SR-22 insurance certificate?"
  • Poll: "Have you ever been turned down for coverage?" Yes / No
    #FreewayInsurance
    #Insurance
    #SquidGameParody
    #NonStandardInsurance
    #StandardInsurance
    CTA: "Call or click to acquire a complimentary quote using code, FreewaySquidContestant."
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Community Response & User Generated Content (UGC) with Static Ad of Copy Example
  • Copy Example: Tag someone who "drives like they're in Squid Game" or share their wildest insurance stories.
  • Bonus: Repost/comment with fun GIF replies or memes to increase visibility and relatability.
    #FreewayInsurance
    #Insurance
    #SquidGameParody
    #NonStandardInsurance
    #StandardInsurance
    CTA: "Call or click to acquire a complimentary quote using code, FreewaySquidContestant."
Posting Schedule
Goals & KPIs to Track
  1. Video Views:
    Goal: Minimum of 100 views per platform.
    Purpose: Establish a baseline for reach and brand visibility across channels.
  1. Click-Through Rate (CTR):
    Benchmark: Industry average CTR is .05% – 1.6%
    Goal: Achieve a 2.0% or higher CTR on calls to action directing users to acquire a quote or sign up.
  1. Engagement Rate:
    Goal: At least 100 total engagements (combined likes, shares, and comments) across all platforms.
    Purpose: Measure how well the content resonates with the audience.
  1. Insurance Quote Conversions:
    Goal: Generate 500 new insurance quotes using the promo code FreewaySquidContestant, aggregated across all North American Freeway Insurance offices.
    Purpose: Track real-world conversion driven by the campaign.
  1. Optimization Strategy:
    If KPIs fall below expectations after three weeks from the seven week launch date, initiate the following adjustments:
    - Rework copy and calls to action for clarity and urgency.
    - Test new hashtag strategies for better discoverability.
    - Create and distribute alternate Squid Game video scenes and static ads targeting underperforming demographics.
    - Expand Spanish-language targeting if bilingual content outperforms general content.
  1. Additional Customer KPIs (Long-Term Metrics): To assess ongoing brand impact beyond new customers, these metrics can help evaluate brand perception, customer retention, and overall effectiveness of the campaign with existing Freeway Insurance members.
    - Customer Satisfaction Score (CSAT)
    - Customer Lifetime Value (CLTV)
Budget & Timeline
The proposed timeline for the ad campaign and strategic selected dates:
The outsource budget for the campaign: $0
Provided this is an in-house creative task.
Planning Phase
Promote 7 weeks before the following strategy dates.
National Insurance Awareness Day: June 28th
This day is a general reminder to check all insurance policies, including car insurance, to ensure they are up-to-date and adequately cover current needs.
Car Insurance Day: February 1st
This specific day encourages individuals to take their driving and insurance responsibilities seriously by reviewing and updating their car insurance policies.
Quarter Earning Reports: March 31st, June 30th, September 30th, & December 31st
With most insurance companies reporting on a quarterly fiscal cycle, syncing ad campaign timing to the quarterly dates can help align marketing efforts with strategic organizational objectives.
Squid Game Theme Event: TBD
Research a fully immersive experience based on Netflix global phenomenon, Squid Game, and use similar dates to help leverage the buzz of the live event with the marketing materials (e.g., Squid Game The Experience)
Roles & Responsibilities
Who is responsible for each part of the campaign, such as content creation, posting, and monitoring.
CREATIVE DIRECTOR
Responsible for overall creative vision and video production, approving final content, and ensuring brand consistency throughout the Squid Game-themed campaign.
SOCIAL MEDIA MANAGER
Handles content posting schedule, platform-specific optimizations, community engagement, and performance monitoring across all social channels.
CONTENT MANAGER
Oversees copy creation, translations for Spanish-language content, and adaptation of assets for different platforms and formats.
Storyboard & Script
Final Video
Contact Marco to create your next ad campaign.
Marco Aguilera, Creative Director & Brand Strategist
e: marco@aguilerastrategy.com
w: aguilerastrategy.com
c: 310-357-7086
References