financial services

Insurance Firm Launches Multifaceted Campaign

In Gayle We Trust

American Family Insurance is partnering with NBC Universal, MSN and CBS Radio for a new marketing campaign launching Sept. 15.

Included is an original NBC Universal Digital Studio Web series, "In Gayle We Trust," which provides expert personal finance advice on a MSN micro-site and a family-focused CBS Radio promotion, with a national contest. All have the similar theme of helping families protect the things they love and emphasize American Family Insurance agents as trusted advisers.

The multiplatform strategy, developed in conjunction with Mindshare, was designed to supplement Madison, Wis.-based American Family Insurance's "The Family You Choose" TV, print and online advertising rotation.

"The issues conveyed throughout this campaign are on the minds of many of our customers and prospective customers," said Telisa Yancy, American Family Insurance advertising director, in a statement. "We are enabling them to acknowledge and celebrate the things that matter most in their lives, and to learn ways to protect and strengthen their families, financial situations and communities."



Taken as a whole, the campaign augments the company's existing media investment with story lines and content that "hit home on some level with just about any consumer," Yancy added.

NBC Universal introduces an original 10-week digital series "In Gayle We Trust," written by Brent Forrester (NBC's "The Office"), centering on the lives of the fictional townspeople of Maple Grove. Insurance agent Gayle Evans, played by Elisa Donovan ("Clueless," "Beverly Hills 90210," "Sabrina The Teenage Witch"), is the centerpiece of the town, serving as the trusted adviser among the town's idiosyncratic clientele.

In addition to the episodes, NBC Universal will offer interactive experiences including online gaming and interactive maps tied directly to the series content.

The comedic short stories, produced by NBC Universal Digital Studio in association with Mindshare Entertainment, will be available at and promoted on-air on NBC and USA Network, as well as NBC Universal's significant digital and mobile platforms, all major video-on demand platforms and social networks.

At MSN, "Building a Brighter Future" offers families personal finance advice reinforcing American Family Insurance's position as a trusted adviser for families. Featuring MSN's Liz Weston, offers video shorts, tips sheets, a blog and interactive tools to help families address today's personal finance challenges. Families can submit a video audition to win an in-home visit by Weston, who will develop a personalized financial plan for them.

A supporting three-week "Family You Choose" radio promotion will be hosted by CBS Radio/Katz Advantage on 140 stations, encouraging local listeners to share thanks with members of their "extended family" that make their lives better. Listeners can go to www.FamilyYouChoose. com to vote for winners to receive a VIP trip to New York City.

All media partner elements are digitally linked and provide an American Family Insurance agent locator tool. These sites also feature the capacity for consumers to engage with American Family through the use of interactive tools without leaving the portal. They also link to an updated site offering new interactive information and quoting tools.

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