Allstate
Our Stand: Brand Refurbishing Campaign
Allstate is one of the largest American corporations, and with 2018 revenues of $39.8 billion ranked 79th in the Fortune 500 list of the largest United States corporations by total revenue. Its current advertising campaign, in use since 2004, asks, "Are you in good hands?"
Allstate’s strategic vision is to deliver more value than the competition by reinventing protection to improve customers’ lives.
The Challenge
The Allstate Corporation, America’s longtime number-two auto insurer, faced new challenges in the 1990s when competitors such as GEICO and the Progressive Corporation blanketed television with spots playing up the low prices of their policies.
Long reliant on its slogan ‘‘You’re in Good Hands,’’ Allstate found itself in need of a brand refurbishing to counteract the inroads made by their competition's direct marketing success.
The Solution
Preference Analytics founder Al Barraza and the research team at Allstate utilized extensive focus groups, brand strategy studies, quantitative copy testing, and continuous ad tracking studies to identify the following:
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Desirable target segments who valued the attributes of the brand, had more money to spend on insurance, and placed greater value on a relationship with an agent
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The most appealing spokesperson for Allstate, Dennis Haysbert
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Winning and losing TV spots
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The right messaging to trigger shopping behavior among the target audience
The Results
The “Our Stand” campaign helped Allstate reestablish its position in the marketplace with:
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Increased shopping rates by several million households
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Increased contact rates through agents, website and call centers
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Advertising expenditures doubled after one year in-market
Since the launch of the campaign in 2004, Denis Haysbert is still the Allstate spokesperson communicating the basic same message to their target audience.
Additional Information
Check out this Allstate Case Study by Marketing Campaign Case Studies.
“Al Barraza is a thorough professional. We worked on several projects together at Allstate Insurance which had successful outcomes. He is capable and a very good partner. He conducts business with integrity.”
Roberta Borst
Director of Marketing, Allstate (2001-2014)