Allstate ’Biker Agents’ Star in New National Ad Campaign
Edgier Visuals Represent Significant Departure From Past Campaigns.
Recognizing that while four wheels move the body - two wheels move the soul, Allstate today unveiled an ad campaign that will promote motorcycle insurance by featuring real Allstate agents who ride bikes. The themed creative is designed to let bikers know that Allstate not only understands a riders’ passion, but also speaks the language.
The campaign, which debuts today and will run throughout 2008, showcases Allstate agents poised in leather jackets, sporting tattoos and sitting confidently on motorcycles. Below each photo boldly reads, “This is an Allstate agent.”
“Our new print creative should speak to the everyday rider and the weekend warriors,” said Lisa Cochrane, vice president of marketing for Allstate. “Riders represent a subculture that has distinct needs and the goal of this campaign is to convey that Allstate - and especially Allstate agents - understand those needs.”
The first of four print ads, created by Leo Burnett, spotlights Dean Akey, an Allstate agent from St. Charles, Ill. Akey and three others were chosen from more than 600 agents who live the “motorcycle” lifestyle because of their extreme passion for preparedness and protection.
Akey is also the founder of the Rescue Riders - a non-profit organization that trains motorcyclists to become first responders. He is an expert in first aid, CPR, basic medical triage, and accident scene management.
“It is such an honor to be featured in Allstate’s new advertising campaign,” Akey said. “It’s a true testament to its philosophy of ’Protection and Preparedness,’ which are the principals that inspired me to create Rescue Riders.”
Akey and the other Allstate agents will be featured throughout the campaign in magazines such as: Rolling Stone, Men’s Fitness, Cycle World, Motorcyclist and Motorcycle Product News. Outdoor billboards and online banner ads will also be created to further engage riders on and off the road.
Allstate motorcycle insurance offers one of the most competitive policies in the industry with many product benefits and features, including: first accident waiver, guest passenger coverage, customization coverage and towing coverage at no additional charge.
Motorcycle owners can save up to 40 percent off of their premiums with multiple policy discounts, transfer discounts, a good rider discount, and by belonging to their favorite motorcycle organization.
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