Communications promoting specific products or services related to insurance and the capabilities of financial institutions offering these services.
Having been massively outspent by the competition for decades, in a category flooded with critters and characters, facing a lingering financial crisis that made insurance the least trusted industry, American Family Insurance needed to stand for something to stem declining sales. Research proved AFI had a direct link to the American Dream, and showed that people needed encouragement to pursue dreams during these tough times. The resulting Dreams campaign exceeded all expectations, leading to AFI's best year since 2003 and changing the way people think about insurance.
Brand: American Family Insurance
Client: American Family Insurance
Agency: Ogilvy & Mather
Who's got an agent?
After a year of losing the battle over price, State Farm needed to remind people why it brought them extra value. So we tapped into the Hispanic hunger of self-improvement and their philosophy of work hard, play hard. We used the dramas of celebrities like Carlos Ponce and Sofia Vergara to live and breathe our message. We also provided them with interactive content on our Facebook page, allowing them to interact with their favorite celebrities. This campaign not only gave us our spark back but also made the business grow.
Brand: State Farm
Client: State Farm
Agency: Alma DDB
The competition has commoditized the insurance category with hefty media buys delivering the message that buying insurance should be fast, cheap and easy - none of which is the perception of Allstate. The competition also infiltrated pop culture running multiple campaigns with multiple personalities, making it nearly impossible to miss their message. Allstate needed to shift consideration and create awareness among young adults. By re-educating the importance of quality protection not just cheap insurance we created a dynamic connection between an old-school insurance company and a new-age customer base.
Client: Allstate Insurance Company
Agency: Leo Burnett/Arc Worldwide