As one of America’s foremost brands, Allstate is constantly evolving. Recently we collaborated with their leadership and their advertising agency, Leo Burnett, to reframe the idea at the center of being “in good hands” into an active, contemporary platform that enables Allstate to continue innovating and living their iconic brand promise.
At a certain age, life dishes out a lot of firsts — first home, first home project, first baby, first crib assembly. Stuff like that. Allstate wanted customers going through it all to know that their agent wasn’t just there to help in life’s tough times. They were there to help make life easier anytime. Stuff like this.
Have rewards that people want. Lead with that. Make getting the rewards plug-and-play simple, and people love it. Shocker. But this was the refreshingly basic idea behind everything, from guiding how agents talked customers through the details of Allstate Rewards to designing posters and handouts that promoted the program.
Allstate has always believed in making people’s lives better, safer and easier. And for them, that has always started at home. It’s why they've gone out of their way to create and nurture a culture that keeps everyone at Allstate healthy and happy. So they can do the same for those they serve.
Over decades of product developments and mounting regulations, insurance policies — the documents themselves — had become particularly complex. Yet they were the binding contracts customers were expected to sign. Allstate wanted to help not just customers but all consumers understand the coverage they were getting, the choices they were making and the agreement they were entering into. Simple, right?