Dollar for dollar, nobody protects you from mayhem like Allstate. To establish Allstate as a company that provides the best protection at a better price, our idea was to take a local twist on the national "Mayhem" campaign by dramatizing local mayhem. We created a customized radio spot that captured driver's frustration with this seasonal phenomenon. For Floridians who experience the swarms of love bugs each season, they know it’s necessary to wash their cars as soon as possible so that the bugs don't etch the paint job. To help wipe the buggers away, we partnered with Florida radio stations to provide Allstate-sponsored free car washes to the first 100 drivers.

In addition, we topped gas pumps with reminder placements and gave love bug loathers the protection they needed with branded squeegees to help drivers keep their windshields clear of these local pests.

The client praised the local insight and the program became the model for including stronger local insights in all local plans moving forward. In addition, the campaign produced:•4,106 quote starts – the 2nd highest of any regional digital campaign in 2010•1,318 quotes completed•.003% conversion rate – which tied the campaign for the highest of the year•2,055 agent locator results, the 2nd highest of any regional digital campaign in 2010