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American Family Insurance
American Dreams

RAN IN: United States

CLIENT
American Family Insurance

Lisa Bacus - EVP
Telisa Yancy - Advt. Director

AGENCY
Ogilvy & Mather *Lead Agency

Ben Kline - CMO
Joe Sciarrotta - Managing Director, CCO
Alex Balick - Strategic Planning Director
Graceann Bennett - Managing Partner, Director of Strategic Planning
Donna Charlton-Perrin - Group Creative Director
David Hernandez - Executive Creative Director
Becca Morris - Acct. Supervisor


Mindshare *Lead Agency

Dave Rasmussen - Managing Director


SUMMARY

Having been massively outspent by the competition for decades, in a category flooded with critters and characters, facing a lingering financial crisis that made insurance the least trusted industry, American Family Insurance needed to stand for something to stem declining sales. Research proved AFI had a direct link to the American Dream, and showed that people needed encouragement to pursue dreams during these tough times. The resulting Dreams campaign exceeded all expectations, leading to AFI's best year since 2003 and changing the way people think about insurance.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, OOH, Cinema

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Regional

Language: English