NATALIE COOK COLE EDGLEY. ALLSTATE BASE CAMPAIGN Allstate Old Campaign Actor Dennis Haysbert has...
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Transcript of NATALIE COOK COLE EDGLEY. ALLSTATE BASE CAMPAIGN Allstate Old Campaign Actor Dennis Haysbert has...
ALLSTATE BASE CAMPAIGN
• Allstate Old Campaign
• Actor Dennis Haysbert has appeared in Allstate commercials since 2003.
• Increase in ad budget by 56% in 2003
DENNIS HAYSBERT ADS
• Focuses on “Our Stand” and “Good hands”slogan
• Takes a stand for customers and promotes their interest.
• Ads tend to focus on specific product features
• Ads also focus on the simplicity of being insured by Allstate
• Lastly, these ads focus on the special discounts and benefits of Allstate insurance
GOOD HANDS CAMPAIGN• Target Market
- Updates the brand image and appeals to more diverse customers. Haysbert has appeal to many consumers.
- Although Allstate sought to appeal to a large target audience, their main demographic was an older group in comparison to Geico.
- The older demographic was targeted because they place more value on their relationship with their broker rather than price.
• Marketing strategy
- Emotional appeal to urge consumers to evaluate what was really important.
- Television ads, radio ads, print-ads and internet ads were all utilized to promote this campaign.
The Haysbert campaigns were popular among consumers; his contract was renewed.
He still is a spokesman for Allstate.
DEAN WINTERS ADS
• Actor Dean Winters was casted as “Mayhem” for the new Allstate campaign in 2010.
• Winters was never intended to replace Haysbert, but rather to go a more creative route in Allstate’s advertising.
MAYHEM CAMPAIGN
• A simultaneous ad campaign focused on informing customers about the unexpected consequences of not being fully insured.
• This campaign was focused on a younger audience
• Focused on being prepared for the unexpected.
• Focused on the reality of a consumer’s every day life.
• The Mayhem campaign won “Best of Show” at the Chicago A.D.D.Y awards.
• Raccoon Mayhem
• Target Market
- Although the target market differed slightly in which it tended to draw the attention of a younger crowd, it did not ever change Allstate’s focus their target market as a whole.
• Marketing Strategy
- Using brand recognition.
- Using humor.
- Diverse scenarios to appeal to various consumers.
From 2009 to 2010 Allstate increased their annual income by 9.6 %.