Allstate Promo, Case study LOVE BUGS by Leo Burnett Chicago

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LOVE BUGS

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Industry Insurance
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Released June 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: ALLSTATE
Product/Service: INSURANCE
Agency: LEO BURNETT CHICAGO
Date of First Appearance: Jun 24 2010
Entrant Company: STARCOM USA, Chicago, USA
: Rob Davis (Starcom USA)
: Karla Knecht (Starcom USA)
: Patricia Egan (Starcom USA)
: Ed Hausser (Starcom USA)
: Kali Cottone (Starcom USA)
: Scribner Malloni (Starcom USA)
: Jeannie Caggiano (Leo Burnett)
: Christopher Warmanen (Leo Burnett)
: Ed Odyniec (Leo Burnett)
: Britt Nolan (Leo Burnett)
: Julie Hoffman (Leo Burnett)
: Susan Stefaniak (Leo Burnett)
: Holly Springer (Leo Burnett)
: Kim Laughline (Leo Burnett)
: Jessica Harold (Leo Burnett)
Media placement: Radio - Various Stations In Florida - 14 June 2010
Media placement: Gas Station Tops - Gas Stations - 9 August 2010
Media placement: Sponsored Event - Car Washes - 12 November 2010

Insights, Strategy & the Idea
Mayhem is everywhere – even beautiful, sunny Florida.

A common problem Floridians experience in spring and fall is love bug mating season. While these local pests make it hard to go jogging or grab the mail, love bugs are particularly attracted to gasoline exhaust fumes. They join with their mates in swarms and end up splattering wind shields, clogging grills and baking on car paint in the hot Florida sun.

On highways, cars become thickly coated with dead love bugs in minutes. In addition, while drivers are busy making matters worse by smearing love bugs’ carcasses around with their wipers, its easy for their car to swerve into another lane.

Aside from the love bug and its mate dying at the hands of the windshield wipers, the real romantic tragedy is that drivers don’t know if their neighbourhood insurance agency will be there to help them clean up the literal mess.

Creative Execution
Dollar for dollar, nobody protects you from mayhem like Allstate. To establish Allstate as a company that provides the best protection at a better price, our idea was to take a local twist on the national "Mayhem" campaign by dramatizing local mayhem.

We created a customized radio spot that captured driver's frustration with this seasonal phenomenon. For Floridians who experience the swarms of love bugs each season, they know it’s necessary to wash their cars as soon as possible so that the bugs don't etch the paint job. To help wipe the buggers away, we partnered with Florida radio stations to provide Allstate-sponsored free car washes to the first 100 drivers.

In addition, we topped gas pumps with reminder placements and gave love bug loathers the protection they needed with branded squeegees to help drivers keep their windshields clear of these local pests.

Results and Effectiveness

The client praised the local insight and the program became the model for including stronger local insights in all local plans moving forward. In addition, the campaign produced:
• 4,106 quote starts – the 2nd highest of any regional digital campaign in 2010
• 1,318 quotes completed
• .003% conversion rate – which tied the campaign for the highest of the year
• 2,055 agent locator results, the 2nd highest of any regional digital campaign in 2010