2009 BRONZE

FINANCIAL SERVICES, PRODUCTS & SERVICES

WE SPEAK BIKER

ALLSTATE, ALLSTATE INSURANCE CO.

Maria McNitt, Asst. VP-Brand Identity & Image Mgmt.
Lisa Jillson, Sr. Mgr.-Consumer PR, Promo. & Multicultural Promo.
Sharon Rizzo, Sr. Mgr.-Local/Regional & Planning & Execution

LEO BURNETT USA

Dan Osborne, Project Mgr.-Specialty Lines
Mikal Pittman, VP-Creative Dir.
Kevin Zier, VP-Creative Dir.
Rob Tripas, VP-Dir., Emerging Media
Pam Kosanke, Acct. Dir.
Sara Leakey, Acct. Exec.
Veronica Puc, Producer

STARCOM WORLDWIDE

OCTAGON

TAYLOR

An outsider in the motorcycle insurance, Allstate needed to demonstrate its understanding of riders and prove it could "walk the talk." The campaign delivered successfully on three objectives: 1) it engaged bikers online at record interaction rates: over 6.5 minutes/visit vs. a 3.5 minute benchmark, 2) it lent to increased motorcycle policy sales: 42% over a year earlier vs. a 24% goal; and 3) it increased awareness and consideration by over 4 percentage points - a feat when compared to big spending competitors.