ALLSTATE BASE CAMPAIGN
• Allstate Old Campaign
• Actor Dennis Haysbert has appeared in Allstate
commercials since 2003.
• Increase in ad budget by 56% in 2003
DENNIS HAYSBERT ADS
• Focuses on “Our Stand” and “Good hands”slogan
• Takes a stand for customers and promotes their interest.
• Ads tend to focus on specific product features
• Ads also focus on the simplicity of being insured by Allstate
• Lastly, these ads focus on the special discounts and benefits of
Allstate insurance
GOOD HANDS CAMPAIGN
•
Target Market
-
Updates the brand image and appeals to more diverse customers. Haysbert has appeal to many consumers.
-
Although Allstate sought to appeal to a large target audience, their main demographic was an older group
in comparison to Geico.
-
The older demographic was targeted because they place more value on their relationship with their broker
rather than price.
•
Marketing strategy
-
Emotional appeal to urge consumers to evaluate what was really important.
-
Television ads, radio ads, print-ads and internet ads were all utilized to promote this campaign.
The Haysbert campaigns were popular among consumers; his contract was renewed.
He still is a spokesman for Allstate.
DEAN WINTERS ADS
•
Actor Dean Winters was casted as “Mayhem” for the new Allstate campaign in
2010.
•
Winters was never intended to replace Haysbert, but rather to go a more
creative route in Allstate’s advertising.
MAYHEM CAMPAIGN
•
A simultaneous ad campaign focused on informing customers about the
unexpected consequences of not being fully insured.
•
This campaign was focused on a younger audience
•
Focused on being prepared for the unexpected.
•
Focused on the reality of a consumer’s every day life.
•
The Mayhem campaign won “Best of Show” at the Chicago A.D.D.Y
awards.
•
Raccoon Mayhem
•
Target Market
-
Although the target market differed slightly in which it tended to draw the
attention of a younger crowd, it did not ever change Allstate’s focus their target
market as a whole.
•
Marketing Strategy
-
Using brand recognition.
-
Using humor.
-
Diverse scenarios to appeal to various consumers.
From 2009 to 2010 Allstate increased their annual income by 9.6 %.
MORE COMMERCIALS
Jogging commercial
Teenage girl commercial