PEMCO is a small insurance company in Seattle that only writes policies in Washington State. The big national players like GEICO and Allstate were outspending PEMCO 9 to 1 in their own market. How could a little guy compete? By keeping it local. We created profiles of over 50 different types of people you are likely to spot around the Pacific Northwest. We produced television, radio, outdoor and collectable trading cards that describe individual who are likely just like your neighbors. Did it work? PEMCO is now the most preferred insurance brand in Western Washington.