CLIENT
Allstate Insurance Company
Joseph Tripodi, SVP - CMO
Lisa Cochrane, VP - Integrated Mktg. Communications
Nancy Abraham, Dir. - Integrated Mktg. Communications
Nancy Ryan, Dir. Media Integration
Jennifer Egeland, Senior Mgr.
AGENCY
Tim Pontarelli, EVP - Executive Creative Dir.
Jeanie Caggiano, SVP - Executive Creative Dir.
Mike Siska, VP - Planning Dir.
Marc Mason, Account Supervisor
Starcom MediaVest Group
Donna McLean, SVP - Media Dir.
Weber Shandwick
SUMMARY
To get consumers to question if they have the right insurance, Allstate took on a common enemy - car accidents. The chances of having an accident within the next three years are 1 in 8, so it's a problem that affects everyone. Knowing this, Allstate positioned its new auto features as the only insurance designed to actually reduce the number of accidents by providing real incentives for safe driving and better protection in the (likely) event of an accident. The result was unprecedented growth, despite an unfavorable share of spending position.
