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...