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Allstate
Are You In Good Hands?
RAN IN: United States
CLIENT
Allstate Insurance Company
Joseph Tripodi, SVP- CMO
Lisa Cochrane, VP- Integrated Mktg. Comm.
Nancy Abraham, Dir.- Mktg. Comm.
Jennifer Egeland, Senior Mgr.
Christine Greeley, Project Mgr.
Blaise D'Sylva, Dir. Media Integration
AGENCY
Jeanie Caggiano, SVP- Executive Creative Dir.
Charley Wickman, SVP- Creative Dir.
Jeff Abbott, SVP- Creative Dir.
Marc Mason, Account Supervisor
Mike Siska, VP- Planning Dir.
Starcom MediaVest Group
David Krupp, Associate Strategy Dir.
SUMMARY
Aggressive price-driven messages and huge media budgets from key competitors had commoditized the car insurance category. Allstate's "Good Hands" promise lost relevance as consumers were trained to shop based on price. At a time when people are feeling more vulnerable in more aspects of their lives, Allstate saw an opportunity to have an honest conversation with consumers about what it means to be truly protected.
CASE VIDEO
Language: English
