SEXIEST GPS ALIVE by Leo Burnett Chicago for Allstate

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SEXIEST GPS ALIVE

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Industry Insurance
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Executive Creative Director Jeanie Caggiano, Charley Wickman
Producer Beth Dolnick, Matt Scoville
Photographer Matt Hoyle
Account Supervisor Jason Georgen
Released November 2011

Credits & Description

Category: Best Use of Print
Advertiser: ALLSTATE
Product/Service: INSURANCE
Agency: LEO BURNETT CHICAGO
Media Agency: STARCOM MEDIAVEST GROUP, New York, USA
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Executive Creative Director: Jeanie Caggiano (Leo Burnett Chicago)
Executive Creative Director: Charley Wickman (Leo Burnett Chicago)
Creative Director/Copywriter: Britt Nolan (Leo Burnett Chicago)
Creative Director/Art Director: Mikal Pittman (Leo Burnett Chicago)
Producer: Beth Dolnick (Leo Burnett Chicago)
Producer: Matt Scoville (Leo Burnett Chicago)
Photographer: Matt Hoyle (Matt Hoyle Photography)
Account Supervisor: Jason Georgen (Leo Burnett Chicago)
Media placement: Print Ad - People Magazine's Yearly 'Sexiest Man Alive' Issue - 16 November 2011

Insights, Strategy & the Idea
The Allstate Mayhem campaign is highly popular in the US and has been around for about 2 years.

In short, Mayhem is a charismatic bad guy who personifies every reason to have the right insurance. Sometimes he’s a texting teenager. Sometimes he’s an act of nature. In one of the more popular Mayhem TV commercials, he plays the role of a bad GPS who causes an accident by steering his driver into oncoming traffic.

We know Mayhem is hugely popular with the ladies. This placement was for them.

Creative Execution
This ad was created for People Magazine’s 'Sexiest Man Alive' issue – an annual double-issue that highlights the hottest guys in our culture.

After dozens of TV and Radio commercials, it’s well known that Mayhem always portrays something he isn’t. A blind spot. A raccoon. A teenage girl. To extend the campaign, this print ad was intentionally crafted to look like editorial content.

Results and Effectiveness
The Mayhem campaign overall has been the most culturally relevant work Allstate has ever done, resulting in significant increases in new auto insurance quotes and search volume.

The results of this specific print execution are more difficult to measure, but this was the first time Mayhem had been used in print. Within an hour of posting the ad on Facebook it had 5 times more 'likes' than Mayhem’s posts normally get.

Due to its popularity internally and with consumers, Allstate’s more than 10,000 Agents demanded printed Mayhem materials for their offices.