• by OMMA Magazine Writers , September 3, 2010

Mindshare/NBC Universal Digital Studio
American Family Insurance, "In Gayle We Trust"
VIDEO: CAMPAIGN

In the crowded, low-interest insurance category, Mindshare's challenge was to create a consumer engagement program for American Family Insurance that focused on the agent, and exemplified the "Trusted Adviser" persona. Sparing no expense - at least in online video terms - Mindshare and NBCU developed and launched an original 10-episode digital comedy series, "In Gayle We Trust," about a trusted American Family Insurance agent and her encounters with real people with real problems. Written and directed by Brent Forester of The Office, the mini-series is engagingly offbeat rather than overbearing. The campaign garnered 3.6 million views and exceeded NBC's average completion rate by 38 percent.