CLIENT
Allstate Insurance Company
Joseph Tripodi, SVP- CMO
Lisa Cochrane, VP- Integrated Mktg. comm.
Nancy Abraham, Dir.- Mktg. Comm.
Melissa Sturgeon, Mgr.- Multicultural Communictations
Blaise D'Sylva, Dir. Media Integration
AGENCY
Carol H. Williams Advertising *Lead Agency
Carol H Williams, President/CEO- Chief Creative Officer
Jim Glover, Creative Dir.
Kurt Herr, Associate Creative Dir.
Lorraine McGill, Account Dir.
Paa Kwesi Adams, Management Dir.
Leo Burnett USA
Jeanie Caggiano, SVP- Exec. Creative Dir.
Tapestry Partners
SUMMARY
The campaign objective was to drive brand awareness, preference and sales for Allstate auto insurance among African-Americans. Using three targeted executions, the campaign leveraged key insights that made the brand messaging relevant and compelling. The campaign scored exceptionally high on advertising awareness and relevance scores and drove sales.
