After years of selling auto insurance into major corporations as a group benefit option, MetLife decided to launch in the direct-to-consumer market. While many people were aware of MetLife, there was limited awareness of the brand as an auto insurance provider, and they were facing a hyper-competitive market with huge ad spenders. Mythic was tasked to create a compelling reason for people to take immediate action and request a quote for MetLife auto insurance. Our campaign approach achieved differentiation by addressing a true consumer need: car insurance that fits. Using a combination of highly targeted email, direct marketing, digital banners, videos and social media, we significantly exceeded test market goals which led to an earlier than planned national rollout of the integrated campaign.