Campaign details
Brand: American Family InsuranceBrand owner: American Family InsuranceLead agency: BBDO New YorkContributing agencies: MindshareCountry: United StatesIndustries: InsuranceMedia channels: Online video, Social media, Websites & microsites, Word of mouth, advocacyBudget: 500k - 1 million
Executive summary
This is the story of a regional, Midwestern insurance brand's effort to distinguish itself amid a category of deep-pocketed (and often very entertaining) competitors – all while staying true to their emotional message and earnest values.
American Family Insurance continued to face customer drop-off to the more value-focused 'convenience' insurance...