Cannes Lions

CAR INSURANCE

LEO BURNETT USA, Chicago / ALLSTATE / 2007

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Film
Presentation Image
Film
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Overview

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Credits

Overview

Description

The goal of the campaign was to create buzz for Allstate Auto Insurance and its featured product, Accident Forgiveness. Using a single core idea, we developed a TV commercial, print ad, online banner, microsite and an outdoor spectacular. All of the executions were born out of the same stunt, but each touchpoint featured the product differently. The TV raised awareness while entertaining consumers, the print described why the product is relevant, the online work gave the product depth, and the outdoor display made consumers stop and think about whether they were truly protected.

Execution

The key to connecting with consumers was to make the stunt relatable. While we could have hung the car off a standard billboard for a nice visual effect, people don't worry about their cars falling off billboards. People do worry about their cars going over the ledge in the iconic Marina Towers garage. Employing a team of engineers, simple art direction and a well-known tagline, Allstate literally made people stop and think.

Outcome

For the price of one outdoor installation, Allstate reached millions of consumers through buzz and shock value. Many people even called the city's emergency line to report a car hanging off a building. One billboard. Nearly 3 million impressions. And a new story for a brand perceived as 'conservative.'

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