• by Laurie Sullivan  @lauriesullivan, July 7, 2008

With an eye toward, middle-income Americans who have spent sleepless nights worrying about having enough money to retire, Allstate has launched a new advertising campaign that claims, "We Can Work With That."

 

 

Created by Leo Burnett Chicago, the campaign includes regional television and radio, along with national print and online advertising. The ads, which profile 10 average consumers from Detroit and Chicago, demonstrate that everyone has a different vision of retirement and, whether that means starting a new career or spending time with the grandkids, they can come within reach with tools such as Allstate ClearTarget Retirement Funds.

Research conducted by Allstate reveals many consumers ages 45 to 60 with an annual household income between $50,000 and $100,000 still worry about collecting Social Security and not having enough savings. Consumers say not enough information exists to help them plan for retirement and that today's advertising focuses on unrealistic views--such as purchases of boats, vineyards and second homes--during a time when food and gasoline costs have skyrocketed, and many families have trouble making ends meet.

While the bulk of the campaign runs nationally, television, radio and some out-of-home advertising such as wall ads, branded lunch trucks and pharmacy bags support a regional test campaign in Detroit. The TV ad features brand ambassador Dennis Haysbert, who portrayed the first African-American U.S. president on Fox's "24." The message: "Whatever you have, wherever you are, Allstate can work with that."

The spots running in Detroit will allow Allstate to monitor the impact of the campaign on a target market, according to Maria McNitt, assistant vice president of marketing at Allstate. "Making the telephones ring in our local offices will gauge success," she says.

Known for the "You're In Good Hands With Allstate" slogan, the company shelled out $133 million between January and March for advertising, excluding online, estimates Nielsen Monitor-Plus. This compares with $337 million in 2006 and $344 million in 2007, the research firm says.

Video clips scheduled to post this week on Allstate.com/retire, which offers tips and tricks to save and invest, feature working Americans discussing their hopes and fears about retirement. Casting calls occurred in Detroit and Chicago. Allstate chose the people like Mark Petz, 51, an auto mechanic shop owner who reflected the feedback heard through the research. Another video features Janet McElrath, 51, registered nurse in Michigan who earns $65,000 annually. She has $75,000 in student loans and supports a family of four.

Allstate's "We Can Work With That" national campaign will run in print and online from this month through November. Consumers will see ads for the national campaign in AARP, Family Circle, "O" The Oprah Magazine, Health Magazine, Money, Better Homes and Gardens, Country Living Magazine, Martha Stewart Living, Ladies Home Journal, Woman's Day, Best Life Magazine, Good Housekeeping, Smart Money, Best Life Magazine, U.S. News & World Report, and USA Today. Online ads will run at AARP, AOL, CNN, CNNMoney, Newsweek, MSN Money, Retirement Living TV, SmartMoney, US News, USA Today, and Yahoo.