Make prospects realise that one day you may actually have to use this insurance - a possibility most car insurance advertising avoids in favour of humour or price savings. Give the prospect a powerful emotional shock along with practical information on how to be prepared for an accident.

Allstate's most successful television commercial ever. It generated three times the call volume compared to other spots tested, attracting drivers with lower-risk profiles - exactly the type of customers Allstate wants to acquire. Allstate's consideration among prospects increased significantly.