American Family Insurance, along with media partners NBC Universal, MSN and CBS Radio/Katz Advantage, will launch a major fall marketing campaign, integrating entertainment and education to engage consumers with the brand, its products and its agents as uniquely suited to help families protect the things they love.
The campaign brings advertising integration with an original NBC Universal Digital Studio series “In Gayle We Trust,” expert personal finance advice on MSN.com and an engaging CBS Radio promotion, all aligned by a similar theme emphasizing American Family Insurance agents’ role as trusted advisers. Individual Web sites are digitally linked and provide an American Family agent locator tool.
The multi-platform strategy was developed in conjunction with Mindshare, who led the execution of this effort across all media partners, to supplement American Family Insurance’s “The Family You Choose” TV, print and online advertising rotation.
This campaign builds on the effectiveness of individual media partners by integrating them with a theme that naturally draws consumers from one to the next. All three campaign elements launch on 9/15.
— NBC Universal introduces an original 10-week digital series “In
Gayle We Trust,” written by Brent Forrester (NBC’s “The Office”),
centering on the lives of the fictional townspeople of Maple Grove.
Insurance agent Gayle Evans, played by Elisa Donovan (“Clueless,”
“Beverly Hills 90210,” “Sabrina The Teenage Witch”), is the
centerpiece of the town, serving as the sounding board, guru and
trusted adviser among the town’s idiosyncratic clientele.
In addition to the episodes, NBC Universal will be creating deep
interactive experiences that allow viewers to immerse themselves in
online gaming and interactive maps tied directly to the series
content.
The comedic short stories, produced by NBC Universal Digital
Studio in association with Mindshare Entertainment, will be
available at www.ingaylewetrust.com and promoted on-air on NBC
and USA Network, as well as NBC Universal’s significant digital
and mobile platforms, all major video-on demand platforms and
social networks.
— Building a Brighter Future.msn.com offers families straightforward
and trusted personal finance advice reinforcing American Family
Insurance’s position as a trusted adviser for families seeking a
brighter future. Featuring MSN’s Liz Weston, the most-read
personal finance columnist on the Web,
www.buildingabrigherfuture.com offers video shorts, tips sheets,
a blog and interactive tools to help families address today’s
personal finance challenges.
Families can submit a video audition to win an in-home visit by
Weston, who will develop a personalized financial plan to meet
their unique needs.
— A supporting three-week “Family You Choose” radio promotion will
be hosted by CBS Radio/Katz Advantage on 140 stations, encouraging
local listeners to share thanks with members of their “extended
family” that make their lives better. Listeners can go to
www.FamilyYouChoose.com to vote for one lucky winner to receive a
VIP trip to New York City. Not all 140 stations are CBS Radio stations.
— All the individual media partner elements are digitally linked and
provide an American Family Insurance agent locator tool. These
sites also feature the capacity for consumers to engage with
American Family through the use of interactive tools without
leaving the portal. They also link to an updated www.amfam.com
site offering new interactive information and quoting tools.
