CLIENT
Allstate Insurance Company
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
AGENCY
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 MediaVest Group
Octagon
Taylor Strategy
SUMMARY
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.
