American Family Insurance Focuses On 'Dream'

by , Jul 18, 2011, 5:51 PM
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American Family Insurance is launching a national ad campaign focused on the "often elusive and ever-changing American dream."

The effort, from Ogilvy & Mather, includes TV, radio, print, online, digital, out-of-home, branded content, search, events, social and multicultural. TV breaks July 18 on high-profile network and cable shows with print ads breaking in the fall.

The ads direct people to longliveourdreams.com, where they can enter their own perspectives, see a real-time measure of the overall results, and learn more about how they can protect their dreams.

According to research conducted by AFI, the vast majority of American adults (93%) believe the American dream is alive; however, only half of them (46%) are actively pursuing their dream and only 14% are living their dream. And more than 8 in 10 (84%) agree -- the American dream is changing.

The campaign does more than ask Americans to call for a quote or a policy, it aims to inspire Americans to dream again, says Telisa Yancy, advertising director at Madison, Wis.-based American Family Insurance.

"We believe the American Dream is the ultimate common denominator for every American," Yancy tells Marketing Daily. "More specifically, American Family Insurance is in the business of protecting what's important in people's lives: their families, their homes, their businesses and their vehicles. And by protecting these things, we protect their dreams."

This campaign drives home in an emotional and inspirational way what insurance is all about, Yancy adds.

Yancy declined to reveal spending on the campaign. "We are making a significant and appropriate investment, and this campaign will be visible in our 19 states where we do business using a variety of media, including for the first time national cable," she says. "We will not spend as much as the big spenders. But we are utilizing broad exposure measures and have also developed richer messaging in passion point publications where consumers will definitely notice us."

The site, longliveourdreams.com, originally was used for an introductory, unbranded digital effort in late June. It received more than 300,000 visits in three weeks. Consumers can continue to enter their own perspectives, see a real-time measure of the results, and learn more about protecting their personal dreams.

The unbranded effort to gather information for the campaign also included a 60-second spot that ran in 204 theaters across 19 of AFI's operating states. A similar unbranded newsprint effort ran in 23 local newspapers, 12 Hispanic newspapers and 11 African-American newspapers. American Family was not overtly identified during that phase, but the roofline element of the company's registered trademark logo was visible in those spots.

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