Allstate

Endorsing this insurance brand as a trusted source that gives its consumers the integrated insurance experience that they truly deserve.

Allstate® Insurance‎ tasked CHWA with rebuilding confidence in its product, specifically after price-driven competitors began to erode their AA audience through commoditizing insurance products. This led consumers to realize that they were getting less coverage when they filed a claim with other companies.

Key Challenges

While research suggested African American customers viewed Allstate as a premium product, a steady communication effort did not exist. That compounded the general distrust of insurance companies.

Furthermore, the audience was unaware of Allstate’s many advantages, such as:

  • Long-term agent-customer relationships.
  • Allstate’s proactiveness to fight fraud and save customers money.
  • Simplicity of doing business with Allstate, saving consumers time and putting them at ease.

Creative Objective

Convince moderate- to high-income AA households living in Allstate’s national footprint that it is a trusted brand with an effective, well-rounded, customer service–based insurance program.

“Allstate has my back! I feel secure with this company protecting me and my family.”

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Solution

Shift consumer attitudes toward Allstate from “Being Protected” to “Feeling Protected” and from a company that is a quality, respected insurance brand to “Allstate is MY insurance brand.”

 

Achievements

  • Nineteen percent of all new customer acquisitions were African Americans (vs. 12% of population).
  • The campaign created significant awareness of Allstate. Specifically, the Family Reunion TV spot increased awareness by 72% in just eight weeks of airing, according to Millward Brown.
  • Consideration of the brand grew by 12 share points over the same time period.
  • The campaign itself, “Our Stand,” was awarded an Effie.
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