An ad spot caught me by surprise the other day. In a nice departure from “Mayhem”, Leo Burnett for Allstate Insurance has developed the “Good Life Anthem” campaign. This is a positive shift from their longstanding, fear-leveraging “Mayhem” campaign.
I’m quite sure every household in the U.S. could recognize Mr. Mayhem. Heck, he’s even got his own action figure. But what I think makes “Good”, well…good, is that it seems focused on a different insurance message. One that talks about engaging in life. Not one that is fearful of life’s repercussions.
“Good” demonstrates how differentiated messaging can breakthrough the clutter amid competition. When we think of insurance, it’s when there’s an accident involved (similarly, Liberty Mutuals “Human” campaign). Or when we do stupid things. But “Good” shows a different story. It shows lives engaged in living, not making mistakes.
Allstate is offering a different reason on why we buy insurance. We buy insurance to, swim, play, look for adventure, drive, come home. To make our lives good.
And Allstate is extending their “goodness” through inspirational storytelling with their “Give It Up For Good” campaign that leverages social media to inspire and recognize people who positively impact their community.
Allstate continues to extend their “good hands” in various ways (e.g. “Give It Up For Good”), and the “Good Life” demonstrates industry breakthrough messaging. It will be interesting to see how they continue to extend the message. Perhaps there could be brand extension and experience around “Good Life Adventures” promotion where you might take a trek into the rainforest… Bet there’d be a pretty intensive insurance waiver for that.
Should Allstate have such an aspirational (Good) and accident-prone (Mayhem) message in the marketplace at the same time?
Does this send a mixed message as to what Allstate delivers?
It is a disservice to not only a brand, but to the relationship with its current and future consumers when there’s multiple messaging in a crowded marketplace. It begs the question, “Who are you?”.
Mayhem and Good. The messages are too different. Maybe an approach would be to run a short transitional campaign to help buffer the change in message. Something that might even “take care of Mayhem for good”.