NATALIE

COOK

COLE EDGLEY

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 %.

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