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Allstate
The "Our Stand" Campaign

RAN IN: United States

CLIENT
Allstate Insurance Company

Lisa Cochrane, Vice President- Integrated Marketing Communications
Nancy Abraham, Assistant Vice President- Integrated Marketing Communications
Maria McNitt, Assistant Vice President- Integrated Marketing Communications
Nancy Ryan, Media Director- Integrated Marketing Communications
Jennifer Egeland, Director- Integrated Marketing Communications

AGENCY
Leo Burnett/Arc Worldwide *Lead Agency

Charley Wickman, EVP, Executive Creative Director
Jeanie Caggiano, EVP, Executive Creative Director
Nina Abnee, EVP, Account Management
Susan Stefaniak, SVP, Account Director
Mike Siska, SVP, Planning Director


Starcom MediaVest Group *Lead Agency


Kang & Lee


Lapiz


SUMMARY

In the late 1990s auto insurance became a commodity. Consumers perceived all insurance to be the same, giving competitors the opportunity to position price as the only differentiator. Allstate had to take a stand that being protected from life's uncertainties is more important than price. Through honest conversations, the campaign brought to mind everyday vulnerabilities and highlighted what Allstate actively does to protect its customers. By helping customers understand the value of being in good hands, the campaign humanized the brand and provoked reconsideration, translating to quoting and new business.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH

Audience: Launch or relaunch a brand/product,Build or change corporate image,Speak to men,Speak to women,Speak to Mothers,Speak to Fathers

Type: Business to Consumer

Classification: Local,Regional,National,Non-English

Language: English