Allstate: Social savvy burglar

This case study describes how Allstate, an 85+ year-old insurance company, used a fresh media campaign to make its old-fashioned brand relevant among young social media users in the US, prompting them to reconsider their current insurance provider.

Allstate: Social savvy burglar

Agency: Leo Burnett Chicago

Brand: AllstateAdvertiser: Allstate Insurance CompanyCountry: USA

Objectives

As an 85+ year old traditional insurance company, Allstate is often seen as a 'dinosaur' with older/aging customers that aren't being replaced with new ones - in a world where competitors such as GEICO and Progressive massively outspend us in advertising and continue to win with younger 'online-savvy' consumers.

But GEICO and Progressive not only outspend the rest of the category; they've changed the conversation. They commoditized the category and made insurances all about price. Younger adults in particular were heading to GEICO...

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