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Case study: Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars

201611724 Salama Salim Obaid Eid Alketbi Introduction:

- In the past, car insurance companies were not interested in advertising at all, but at the moment insurance companies such as Allstate, Flo and GEICO are pouring all their money into making a creative ad using different symbol personality because they want to increase and protect their market share (principles of marketing). According to “why do insurance companies advertise so much” (2017), the purpose of these companies' ads is to stick them in the minds of people, such as the advertisement of GEICO, which proved that the product is no more effective than the advertisement itself. In addition, statistics show that the more companies spend on advertising, the more they grow and expand. Hence, the issue of Allstate, which is trying to expand its slogan through the Mayhem campaign.

 (15-18): Why has Allstate’s “good hands” slogan withstood the test of time to become advertising’s longest-running slogan?

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According to” the origin of Allstate insurance company's slogan” (n,d), the idea of this slogan was born when Ellis recalled what his wife said when his daughter was sick “don’t worry ... we are in good hands with the doctor”. In addition, this sentence includes the features that the team wants customers to associate with Allstate, which are the responsibility and reassurance and

expected security. Moreover, according to “principles of marketing” (2017), Allstate showed a sense of security and reassurance through Dennis Haysbert, the company's spokesperson, who has a deep voice to convey the message and influence the audience.

 (15-20): Discuss issues of selecting advertising media for the mayhem campaign. How might this process differ from that of campaigns for other companies?

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According to “principles of marketing” (2017), mayhem campaign won several awards for its leading advertising. The biggest indicator of the impact of the campaign has been the extent to which personality is inherent in the pop culture. Allstate's awareness of the brand was 74% without assistance, which confirms the success of the campaign and its advertising as well. For all campaigns, the best way to deliver their ads is through television by promoting their personalities symbol. Moreover, using the same content across different paths on the Internet is a very useful way to increase profit. The profit for each campaign varies because of the different strength of the personality symbol used by the campaign.

 (15-22) has the mayhem campaign been effective? support your answer.

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According to “principle of marketing” (2017), the mayhem Campaign has been innovative and has won numerous awards. However, this is not enough to say it is an effective campaign. When evaluating any campaign, the criteria should not ignore advertisers' goals. However, this does not mean at all that it was not effective; it has had a significant imprint in preventing GEICO from stealing more of Allstate's market share.

References: Kotler, P., & Armstrong, G. (2017). Principles of Marketing. USA: Pearson. The Origin of Allstate Insurance Company's Slogan. (n.d.). Retrieved from http://www.insuranceclaimshelpforyou.com/the-origin-of-allstateinsurance-companys-slogan.html Why Do Insurance Companies Advertise So Much? (2017, February 07). Retrieved from https://contently.com/strategist/2017/02/06/insuranceadvertising-abundance/...