American Family Insurance
Known for treating policyholders like family, American Family Insurance knew its message had to be warm and authentic with a twist of Southern hospitality. After talking with our target, we quickly found that nothing beat the simplicity of just saying “hello.” This insight set the tone for the launch. We surrounded our target with relevant broad media touchpoints as well as context-specific places like cinemas and gas stations. The introduction deepened with print, rich media Web banners, e-newsletters and direct mail. All this built a strong layer of awareness and brand recognition. When local agents hit the field, prospects were primed to continue the conversation.