American Family, NBCU, CBS Radio and join forces


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 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

         The comedic short stories, produced by NBC Universal Digital
         Studio in association with Mindshare Entertainment, will be
         available at 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 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, 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 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
         site offering new interactive information and quoting tools.