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Allstate

Allstate

Challenge

When Allstate’s category leadership was challenged by competitors seeking to commoditize insurance products, it looked within to innovate and change the conversation. The brand needed to make an agent-based insurance model relevant in a changing consumer landscape, launch a new Financial Services offering and fix the inherent issues that bothered consumers about insurance.

Approach

Seven orchestrated a comprehensive brand transformation that included new ways to express the brand (visually and verbally), a simplified and improved customer experience, a refreshed logo and identity system, a new retail experience to support a network of 13,000 agents, new insurance products and an award winning advertising campaign.

Impact

  • Helped boost operating income by $1.6 billion; increased revenue by 1.2%.
  • Financial Services financial business increased 26%-tripling goal.
  • The “most likely to consider Allstate” measurement jumped to 17% above its norm.
  • “You’re in Good Hands” achieved #1 unaided awareness ranking.
  • Retail experience pilot exceeded expectations and was adopted for national rollout to 13,000 agents.
  • New advertising campaign won multiple Effie awards.