Best Insurance Integrated Ad Campaign

In September 2015, AmFam launched a new brand campaign featuring high-profile brand ambassadors Kevin Durant and JJ Watt. The new creative was designed to bring to life the existing “insure carefully, dream fearlessly” campaign in a new and exciting way.

The objective of the “Signs of Support” campaign was to increase brand awareness and engagement by showing how AmFam supports dreams at a personal level. We used our brand marketing efforts to show our company’s commitment to Dreamers and encourage others to show their support for the Dreamers in their own lives.

A three-phase strategy was created to generate excitement and sustain momentum throughout the campaign, each with its own objective. Phase one focused on teasing the campaign in highly social environments such as the launch of the NFL season, targeting sports enthusiasts. Phase two urged consumers to cheer on the everyday Dreamer in their lives by creating their own signs of support through a custom form on amfam.com/dreams which could then be posted on Twitter. And phase three continued support throughout the holiday season through brand placement in culturally relevant environments and key timings, aligning with holiday games featuring KD and or JJ. These innovative and adaptive efforts exponentially increased traffic to AmFam’s website and yielded over 3MM social engagements. This campaign directly engaged with consumers and brought to life “Signs of Support” across multiple touchpoints.

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
Associate:	Cassidy Lawlor
Senior Associate:	Maggie Mattheessen

MINDSHARE

Location: USA