American Family Insurance: American Dreams Campaign

This case study describes a campaign by American Family Insurance (AFI) which emphasised its values to create business growth.

American Family Insurance: American Dreams Campaign

Ogilvy & Mather

Entry Information

Country where program ran: USAProgram start date: 10/01/11Program end date: 03/31/13Advertiser/Client Name: Ogilvy/American Family InsuranceProduct/Service Description: Regional full service insurance companyCategory: Insurance (IS)

Strategy

Business problem

The business problem in two words: Massively Outspent. To elaborate, among AFI's national competitors, the top 3 each spend 50 to 100% more than AFI – within their regional footprint alone (Kantar Strategy Competitive Tracking). What's more, share of voice in a category that spends roughly five billion a year has been...

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