Posted by Dale Buss on September 27, 2013 05:42 PM
The once-staid province of insurance marketing has become one of the most rough-and-tumble arenas of any industry as brands scrap for conquest sales in what has become a highly commoditized business. As a result, the likes of Progressive, Allstate, Aflac and their competitors have become some of the most creative advertisers around.
Allstate, for instance, continues pressing and spreading its effective campaign starring "Mayhem," the personification of—well, mayhem—who reminds consumers all the different ways that mother nature, careless people, and other vagaries of life can wreck their cars, their houses and their plans, which is why they need Allstate.
The brand's latest plan calls for spreading Mayhem across the social media universe via Vine and Instagram in a #ThisWillBeMayhem campaign that features extended content such as photos and videos that work in conjunction with Facebook and YouTube programs. Fans of the brand on Twitter will help the character decide which Allstate commercial will air on Oct. 5 during a college football telecast.Continue reading...
Posted by Dale Buss on July 25, 2012 03:11 PM
Auto-insurance companies have already gone quite far down the road toward swapping detailed information about their policyholders' driving habits for premium discounts, using all sorts of onboard devices including GPS and other technologies. Privacy advocates, naturally, have raised some concerns about this practice.
But now, Allstate is taking this discipline at least one step further by enlisting interested employees and agency owners in a massive test of its Drive Wise telematics-based system. Already available in Illinois, Ohio and Arizona, Drive Wise will be rolled out to inside participants in additional states this year to gather still more data that, the insurance company says, will help it "identify the safer driving habits that can earn participating customers driving discounts on their car insurance." The safer the driver, the bigger the savings.Continue reading...
when brands collide
Posted by Dale Buss on May 14, 2012 04:00 PM
U.S. auto insurance brands spent $5.7 billion on marketing last year in the U.S., nearly double what they spent just five years earlier. But they're not getting as much bang for their buck as they did a couple of years ago.
Allstate, State Farm, Nationwide, Esurance, Farmers Insurance, Progressive and Geico are among the many car insurance brands that have mounted notable marketing campaigns over the last few years, almost all of them emphasizing the availability of deep discounts as an integral part of their positioning.
But except for Progressive and the charismatic Flo, and Geiko and its geeky gekko, which have picked up market share, car-insurance brands are becoming jaded entities to American consumers, according to J.D. Power & Associates.
"We didn't see a commensurate increase in [market] churn" to match the industry's advertising expenses last year, said JPD senior director Jeremy Bowler.Continue reading...