ALLSTATE INSURANCE CO.
Maria McNitt Asst. VP-Brand Identity & Image Mgmt.
Lisa Jillson Sr. Mgr.-Consumer PR, Promo. &
Sharon Rizzo Sr. Mgr.-Local/Regional & Planning
VP-Integrated Mktg. Comm.
VP-WW Advt. & Interactive
Mktg. Comm. Specialist
Mktg. Comm. Mgr.
LEO BURNETT USA
Project Mgr.-Specialty Lines
VP-Dir., Emerging Media
OGILVY & MATHER
Exec. Creative Dir.
Global Mngng. Dir.
Group Acct. Dir.
Assoc. Part.–Dir., Consolidated
Advt. IBM Brand Services
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
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.