Chance to share 'aha moment': Mutual of Omaha's mobile studio tours U.S. to film stories

Debbie Grant is excited to tell about how she took control of her life and lost 100 pounds.

Jessica Wicklund and Laura DeLay urge people to enjoy life, as the two women did when they celebrated a world soccer championship with thousands of Italians in Rome.

Then there was the Oklahoma City, Okla., woman who told of starting a cupcake store because her niece, Sara, had suggested it before she unexpectedly died from an undiagnosed medical condition.

Those stories and thousands more are part of a new marketing campaign by Mutual of Omaha.

People in cities, including Omaha on Monday and today, line up to share their life-changing, "aha moments" in a mobile TV studio. The company e-mails edited versions of the stories to the participants, who may share them any way they want with friends and family members.

The company will use the best "moments" in future advertisements.

Les Carlson, a marketing professor at the University of Nebraska-Lincoln, said the campaign indicates many people are willing to surrender some privacy to share personal stories.

"It strikes me as one more effort that companies are using to take advantage of this explosion in the types of media that people are availing themselves of," he said.

Mutual started its "aha moments" advertising campaign last year.

The stories say virtually nothing about insurance or other financial products Mutual offers. Rather, the company's intent is to tie its name to the uplifting, inspirational events of everyday life.

After its first stop, last week in Oklahoma City, the silver trailer opened for business at Mutual's home office Monday. It also will be parked outside the front door from 8 a.m. to 6 p.m. today. Some people have registered for times, but walk-ups are welcome.

The Airstream trailer heads for Springfield, Mo., next week and 22 other cities through Sept. 15, recording the stories of as many as 60 people a day during 50 days of storytelling.

Sitting on stools in front of a neutral backdrop, the storytellers face crew member Katie Kirby of Chicago.

Kirby told Debbie Grant to repeat her story a couple of times to ensure a good recording.

"Say your name and say, 'This is my aha moment,'" Kirby instructed.

Grant showed a photo of herself in 2006, "at my heaviest."

It's a remarkable contrast to the slim woman smiling for the camera.

"I've kept the weight off for two years," Grant said. "I feel great."

Wicklund and DeLay recounted the great luck they had to be in Italy during the World Cup finals in 2006.

"Italians definitely know how to celebrate," DeLay said.

The best friends now travel to Europe every year.

Kirby asks what lessons they learned.

"You never know what's going to be around the bend," DeLay said. "You've got to go out and meet it."

• Contact the writer: 444-1080, steve.jordon@owh.com

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