NATALIE COOK COLE EDGLEY

ALLSTATE BASE CAMPAIGN Allstate Old Campaign Actor Dennis Haysbert has appeared in Allstate commercials since 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 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 %.

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