The Web Marketing Association is proud to present this 2010 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Insurance Online Video
NOTE TO JUDGES: username is case sensitive. do not copy and paste password as it sometimes picks up the space as a character.
American Family Insurance appeals to customers who value a personal relationship with an agent who is a "Trusted Advisor"� that knows them like family. The target is digitally savvy and watches entertaining and relatable online video during her “me time”.
Mindshare’s challenge was to create an entertaining program focused on American Family’s agents as “Trusted Advisors” that amplified the importance of the personal agent relationship, and illustrated the breadth of policy offerings.
Mindshare’s communication strategy was to develop original content balancing entertainment with raising brand health metrics by
Seamlessly weaving the brand as “Trusted Advisor” and the importance of an agent into each story
•Being humorous while incorporating relatable aspects of target’s life and highlight services provided by American Family
•Allowing viewers to contact American Family for information
Mindshare and NBCU developed and launched an original 10-episode digital comedy series, “In Gayle We Trust.” Written and directed by Brent Forester (The Office), the series centered on Gayle, an agent, a “Trusted Advisor”, and a friend. The show also was supported by a microsite and custom web experiences that featured interactive games and American Family informational tools.
“In Gayle We Trust” was supported by an integrated media and distribution campaign across channels.
•Promoted and built visibility through high impact online media placements and sponsorships
•Utilized video hyper-syndication
•Seeded videos on mobile, I-tunes, and VOD
The show earned 3.6 million views and exceeded NBC’s averages.
The series exceed InsightNorms by increasing brand favorability and purchase intent by over 9x
Contributors:
| Advertising Director, American Family Insurance: | Telisa Yancy |
| Media and Programs Manager, American Family Insurance: | Shannon Lory |
| Strategic Director, Client Leadership: | Dave Rasmussen |
| Creative Director, /Producer: | Andy Hayman |
| N.A. Director, MS Entertainment: | David Lang |
| Senior Producer, MS Entertainment: | Greg Manago |
| Producer, MS Entertainment: | Lindsay Gravin |
| Manager, Invention: | Hilary Apple |
| Associate Director, Client Leadership: | Shannon Roth |
| Director, Business Planning: | Jeff Dow |
MINDSHARE
Location: U.S.A.
About the Agency:
Mindshare is a global media and marketing services network, consisting of 112 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.