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American Family Insurance
Transforming insurance from disaster management to dream investment

RAN IN: United States

CLIENT
American Family Insurance

Sherina Smith, VP Marketing

AGENCY
BBDO New York *Lead Agency

Susan Golkin, Executive Creative Director
Kim Ryneska, SVP Group Strategy Director
Tina Allan, Managing Director
Jamie Rutherford, Strategy Director
Gina Christe, Senior Account Director
Crystal Rix, Global CMO
David Lubars, Chief Creative Officer


Mindshare


Elite Media


Engine Shop


RAPP


SUMMARY

People don’t like thinking about insurance. They don’t like thinking about what could go wrong. Yet, the category spends over $3 billion annually reminding people about risks. With only .8% of the category media spend, American Family boldly launched a different type of campaign.  “With the right support, any dream is possible.” celebrated the role community plays in focusing on our hopes versus our fears -- it’s the best insurance out there. With a flat media budget vs. YAG, we raised unaided awareness and generated almost a million new policies.

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT,INTERACTIVE/ONLINE,MOBILE/TABLET,SOCIAL MEDIA,TV

Audience: New Audience

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English