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Allstate Renters Insurance
Finding the Right Audience for Renters Insurance

RAN IN: United States

CLIENT
Allstate Insurance Company

Lisa Cochrane - SVP, Mktg.
Lisa Jillson - Director
Melissa Peterson - Media Manager
Nancy Ryan - Director
Kimberly Young - Sr. Mktg. Manager

AGENCY
Starcom MediaVest Group *Lead Agency

Karla Knecht - EVP, Director
Kira Clifton - Director
Lauren Hadley - Director
Joel Yeomans - VP, Director


Leo Burnett/Arc Worldwide *Lead Agency

David Brot - SVP, Director


SUMMARY

Only half of Renters in the US protect themselves with Renters Insurance. This presented a huge opportunity for Allstate, but the challenge was how to find Renters when it was nearly impossible to efficiently target them nationally at scale outside of digital media. So we used Renters lack of a paper trail to find them on TV and embarked on the largest Addressable TV campaign to date. Our campaign was 16x more efficient than a traditional TV campaign and quote start rates were 2x higher than Allstate's website benchmark.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV,TV,TV

Audience: Renters

Objectives: Gain new customers

Type: Business-to-Consumer

Classification: National

Language: English