CLIENT
Allstate Insurance Company
Nancy Abraham, Dir.
Steven White, Senior Mgr.
AGENCY
Burrell Communications Group *Lead Agency
Stephen French, Senior Account Planner
Toni Midderhoff, VP/Account Dir.
Richard Lufrano, Associate Creative Dir.
Lewis Williams, Senior VP - Chief Creative Officer
Debra Amsden, VP - Dir. Broadcast Production
Winston Chueng, Art Dir.
Carla Hood, Acct. Supervisor
SUMMARY
The 2006 Your Choice Auto only from Allstate campaign launched into the African American market via television, radio, print and event presence. Creative laddered up to include the minimum requirements for effective communication with the target audience and reached the pinnacle of success via insight based, targeted messaging. Goals included: increased awareness of product features and benefits, increased consideration of Allstate and to positively impact consumer perception of Allstate. Third-party tracking results and in-market data show increased awareness, consideration, more brand appeal and an increase in quotes post-launch.
