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.