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...