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.
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:
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.”
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.”