Allstate Ad Campaign Introduces Homeowners to the Good Life
New ads pitch helpful advice from agents and online tools to make home life better
Allstate launched a new advertising campaign this month to reinforce the message that Allstate is the provider to trust for all homeowner insurance needs. The campaign, featuring celebrity home experts, delivers the message that Allstate and its agents offer more to help customers every day, including a new online experience at Allstate.com/goodlife.
“A home is most often a family’s most valuable asset,” said Lisa Cochrane, senior vice president, Allstate Integrated Marketing Communications. “Our homeowners campaign supports the company’s vision of giving customers more every day: when we put you in good hands, we help bring out the good in life. There’s real value in working with an experienced, local agent to be smart when buying your home insurance and to coordinate insurance protection needs overall.”
The new commercials end with a strong call to action, as Dennis Haysbert says, “talk to an Allstate Agent and let the good life in.” In addition to TV commercials, the campaign includes paid search, online video and online display advertising, print ads, radio sponsorships and social media outreach.
Tapping home experts to spread the word
The ads, which will be rolled out over the next couple of months, feature home experts and popular television personalities who offer relatable home maintenance and prevention tips and showcase helpful Allstate tools.
“We’re giving people ’news you can use,’ as a sample of the extra value and caring expertise that Allstate agencies provide every day – putting the good in ’good hands,’” Cochrane said. “This campaign shows homeowners how protection from an Allstate agent gives you more and helps you every day.”
Featured celebrity home experts include:
• Mike Holmes, professional contractor and inspection expert
• Nicole Lapin, personal finance expert
• Reed Timmer, professional storm chaser
• Carter Oosterhouse, home improvement and design expert
Introducing “Good Life from Allstate”
The company’s ad campaign is complemented by a new online experience for customers: Allstate.com/goodlife. The celebrity home experts appear on the site in videos and articles – Holmes on home maintenance, Oosterhouse on DIY topics, Lapin on saving money and Timmer on weather and catastrophe preparation. Plus, Allstate agency owners will appear in videos showcasing their expertise.
Allstate.com/goodlife packages together all the Allstate resources, such as mobile apps like Allstate Digital Locker, home and auto tips, “Made Simple” insurance guides and handy tools like “What’s Your Stuff Worth?” and Allstate Maintenance and Weather Alerts. The site also provides a “perks” section where customers can access savings from various companies.
The Allstate Corporation (NYSE: ALL) is the nation’s largest publicly held personal lines insurer, serving approximately 16 million households through its Allstate, Encompass, Esurance and Answer Financial brand names and Allstate Financial business segment. Allstate branded insurance products (auto, home, life and retirement) and services are offered through Allstate agencies, independent agencies, and Allstate exclusive financial representatives, as well as via www.allstate.com, www.allstate.com/financial and 1-800 Allstate®, and are widely known through the slogan “You’re In Good Hands With Allstate®.” As part of Allstate’s commitment to strengthen local communities, The Allstate Foundation, Allstate employees, agency owners and the corporation provided $29 million in 2012 to thousands of nonprofit organizations and important causes across the United States.
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