You Do You
Brand Strategy & Development
Digital Marketing
Media Strategy
National Media Planning & Buying
Print Advertising
Video Production
Project Overview
Allstate’s “Trusted Agent” campaign has been in market for 5 years. While the current campaign has been successful in delivering its mandate (establish a new look and feel for Allstate & drive top of funnel brand metrics of awareness and consideration), the creative was dated and needed to be refreshed. There were two key objectives for this campaign: 1. Continue building the “Trusted Agent” story, with a fresh new creative approach 2. Continue to drive awareness and consideration for the Allstate brand, and home and auto insurance products
Details
Just saying we have agents like you — Chinese and Chinese-speaking — is a missed opportunity.
We set out to show that Allstate agents understand you not just at the cultural but on a personal level.
People who understand each other have a "shorthand" often non-verbal way of communicating.
Allstate trusted agents get you like no one else can.
When someone truly understands you, it frees you so you can be true to yourself. That's the Allstate agent difference. We hear you. The real you — the You you're free to be.
RTBs:
Allstate has Chinese agents in ON, AB and QC that live in and are active in the Chinese community
Unlike the competition (TD, RBC) who are call-centre based, Allstate has a brick-and-mortar presence in the community allowing the customers to have a single point of contact.
Allstate’s Chinese agents are always directly available to their customers (phone, email, in-person).
Multicultural media solution
Two 30 second TVCs; each with a Cantonese and a Mandarin voice over (= total of 4 ads)
Corresponding print ads in Traditional and Simplified Chinese scripts
Results
These spots fuel continued high levels of top-of-mind brand awareness and familiarity.
They yielded very high impression scores and there was a significant increase among consumers understanding that the ads are communicating Allstate has agents from my community.
Total brand familiarity scores rose significantly, from 70% for the previous campaign to a high of 84%
These results continue to demonstrate the efficacy of high-quality, high-impact, original creative and a truly differentiating strategy in a multicultural environment that suffers from an overdose of cookie-cutter adaptation advertising
Familiarity with the Allstate brand has increased significantly from 70% to 84%, with both Mandarin and Cantonese speakers contributing to the increase.
The ad communication scores continue to be largely stable, with a significant increase that the ads are communicating Allstate has agents from my community.
We set out to show that Allstate agents understand you not just at the cultural but on a personal level.
People who understand each other have a "shorthand" often non-verbal way of communicating.
Allstate trusted agents get you like no one else can.
When someone truly understands you, it frees you so you can be true to yourself. That's the Allstate agent difference. We hear you. The real you — the You you're free to be.
RTBs:
Allstate has Chinese agents in ON, AB and QC that live in and are active in the Chinese community
Unlike the competition (TD, RBC) who are call-centre based, Allstate has a brick-and-mortar presence in the community allowing the customers to have a single point of contact.
Allstate’s Chinese agents are always directly available to their customers (phone, email, in-person).
Multicultural media solution
Two 30 second TVCs; each with a Cantonese and a Mandarin voice over (= total of 4 ads)
Corresponding print ads in Traditional and Simplified Chinese scripts
Results
These spots fuel continued high levels of top-of-mind brand awareness and familiarity.
They yielded very high impression scores and there was a significant increase among consumers understanding that the ads are communicating Allstate has agents from my community.
Total brand familiarity scores rose significantly, from 70% for the previous campaign to a high of 84%
These results continue to demonstrate the efficacy of high-quality, high-impact, original creative and a truly differentiating strategy in a multicultural environment that suffers from an overdose of cookie-cutter adaptation advertising
Familiarity with the Allstate brand has increased significantly from 70% to 84%, with both Mandarin and Cantonese speakers contributing to the increase.
The ad communication scores continue to be largely stable, with a significant increase that the ads are communicating Allstate has agents from my community.
