ALLSTATE INSURANCE CO.
Maria McNitt Asst. VP-Brand Identity & Image Mgmt.
Lisa Jillson Sr. Mgr.-Consumer PR, Promo. &
Multicultural Promo.
Sharon Rizzo Sr. Mgr.-Local/Regional & Planning
& Execution
IBM CORP.
Diane Brink
Sharon Driscoll
Matthew Michaels
Lily Sorbara
VP-Integrated Mktg. Comm.
VP-WW Advt. & Interactive
Mktg. Comm. Specialist
Mktg. Comm. Mgr.
LEO BURNETT USA
Dan Osborne
Mikal Pittman
Kevin Zier
Rob Tripas
Pam Kosanke
Sara Leakey
Veronica Puc
Project Mgr.-Specialty Lines
VP-Creative Dir.
VP-Creative Dir.
VP-Dir., Emerging Media
Acct. Dir.
Acct. Exec.
Producer
OGILVY & MATHER
Chris Wall
Susan Westre
Jeff Kenyon
Lou Aversano
Tonya Fossey
Todd Krugman
NEO
Vice Chrmn.–Creative
Exec. Creative Dir.
Planning Dir.
Global Mngng. Dir.
Group Acct. Dir.
Assoc. Part.–Dir., Consolidated
Advt. IBM Brand Services
STARCOM WORLDWIDE
OCTAGON
MINDSHARE
TAYLOR
WE SPEAK BIKER
An outsider in the motorcycle insurance, Allstate needed to
demonstrate its understanding of riders and prove it could “walk
the talk.” The campaign delivered successfully on three
objectives: 1) it engaged bikers online at record interaction rates:
over 6. 5 minutes/visit vs. a 3. 5 minute benchmark, 2) it lent to
increased motorcycle policy sales: 42% over a year earlier vs. a
24% goal; and 3) it increased awareness and consideration by
over 4 percentage points – a feat when compared to big
spending competitors.
STOP TALKING, STAR T DOING
The objective of this campaign was to shift perceptions of IBM from
a mere technology company to the marriage of the world's best
technology expertise and business thinking. The creative idea was
simple: In a world of talk, IBM gets stuff done. The campaign
helped increase awareness of IBM as a technology and business
consultancy and overall revenue for the company, and IBM was
recognized as the No. 2 most valued brand in the world for 2008,
up from No. 3 the previous year.
