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American Family Insurance
American Family Insurance

RAN IN: United States

CLIENT
American Family Insurance

Telisa Yancy, Chief Marketing Officer
Dwayne Maddox, Advertising Director

AGENCY
BBDO New York *Lead Agency

David Lubars, Chairman/Chief Creative Officer
Crystal Rix, Chief Strategy Officer
Susan Golkin, Executive Creative Director
Tina Allan, EVP, Data Sciences


Elite Media

Chris Crawford, President


Mindshare

Alicia Lisowski, Managing Director


Organic, Inc.

Jim Napolitano, VP, Client Services


RAPP

Peter Maguire, Group Account Director


SUMMARY

American Family Insurance, a regional insurance company up against national titans of industry, couldn’t rely on sheer scale to be heard. Instead, the brand focused on reframing the role of emotion for the category with the idea that every dream needs the support of someone who shares it. In the end, American Family Insurance created an integrated campaign that not only surpassed awareness goals by six times, but moved valuable young customers that ultimately moved the business forward.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);OOH;PRINT;Magazine - Print;RADIO;Spots (Radio);SOCIAL MEDIA;TV;Spots (TV)

Audience: Advancers/Millenials

Objectives: Increase awareness

Type: Business to Consumer

Classification: Regional

Language: English