Best Insurance Rich Media Online Ad

In 2015, AmFam launched a new brand campaign featuring high-profile brand ambassadors Kevin Durant and JJ Watt. The creative was designed to bring to life the existing “insure carefully, dream fearlessly” campaign in an exciting way. Each spot featured KD and JJ giving support back to their fans by surprising them with signs of encouragement. The objective of this “Signs of Support” campaign was to increase brand awareness and engagement by showing how AmFam supports dreams at a personal level. It targeted AmFam’s Proactive Protector audience (A25-54), dreamers, and sports enthusiasts.

To deepen engagement and utilize unique digital technology, AFI partnered with Fuisz to create an interactive video overlay that allowed users to learn more about the persons in the creative. Fuisz is the sole platform that has the capability to automatically recognize objects or people in a video. Using this technology, AmFam added an overlay to their (:60) spot that allowed users to click the featured persons for additional content. Once clicked, a blurb about the fan appeared along with a CTA to see her/his personal story. This button then linked to the AFI Dream Fearlessly hub, where users would find individual videos of their surprise visits from KD and JJ.

Through this dynamic unit, AmFam was able to draw consumers in and offer them an in-depth look at the stories that gave meaning to this campaign. As part of the larger “Signs of Support” initiative, it helped engage users and drive an increase in traffic to AmFam’s website.

Contributors:

Managing Director:	Dave Rasmussen
Director:	Kathryn Ford
Associate Director:	Jeremy Monton
Associate Director, Digital:	Christophe Dilworth
Senior Associate, Digital:	Kelly Garland
Manager:	Meg Martin
Senior Associate:	Brynne Lee
Associate:	Peter Johnson
Senior Associate:	Maggie Mattheessen
Associate, Digital:	Samantha Altit

MINDSHARE

Location: USA