American Family by Eve Hart

Our American Family

We know you better

Home is a way of life

120

Most Important Physical Possessions 100

insurance protects my way of life

Reasons for Purchasing Life Insurance No Reason 2% New House 2% Lost Parent Insurance 4%

Other 10%

Marriage 32%

Experience w/ Death/Accident 7%

Baby 15%

Job 28%

I Need Someone to be there when things go wrong

Insight I don’t want to need my insurance, but when I need it, I want it to be there for me. Promise American Family are there for you when you need them with heartfelt service that can’t be duplicated by layers of automated bureaucracy.

Creative Executions

people with a desire: Quick and Easy “what they want, when they want it”

technology doesn’t always cut it: “smart” cannot not replace “human”

Experience

The Agent Phone: Agent has accounts in all the following major social media outlets:

Google hangouts Facetime Twitter Facebook Skype

AmFam Presents: Insurance with a Twist go-cart accident playhouse bonfire indoor surfing flood (national and local level)

Man asks Siri, “Does my insurance cover this?”

(camera shows a car accident) Siri: “I don’t know what you mean.”

(show a Google search with hundreds of results)

(man frustrated with automated phone system)

(camera shows man using Facetime with his agent) Woman: “… make sure you get a photo of that, and you can record a statement from the driver with the app.”

RADIO

Radio Spot :15 SFX: Siri ‘bing’ sound

WOMAN: My home has been vandalized. Does my insurance cover this? [Siri ‘bing’ sound, delay] SIRI: I don’t know what you mean. Would you like to search the web? SFX: S Voice sound MAN: I’ve never been in an accident before— what do I do? SFX: speech-received sound S VOICE: There were 17 hat tricks before 1952. VO: Humans where humans belong. American Family Insurance. We know you better.

Radio Spot :30 SFX: Siri ‘bing’ sound WOMAN: My home has been vandalized, does my insurance cover this? What do I do? [Siri ‘bing’ sound, delay]

SFX: Vibrating phone SFX: “You’ve got mail” SFX: Facetime ringing SFX: Hangout ringing SFX: bird chirping SFX: Skype ringing SFX: old style ringing phone

SIRI: I don’t know what you mean. Would you like to search the web? VO: A smart phone is so much more useful when it connects you to a real person. Get connected with an American Family Insurance agent right now. Text. Email. Facetime. Hangout. Tweet. Skype. Or just an old fashioned phone call. You’ll get your AmFam agent anyway you chose. Real solutions for your insurance needs. We know you better.

WeB Banners

(Banner ads that you can interact with) Siri, Google search, phone queues, etc.

two objectives of the campaign â&#x20AC;&#x153;feelâ&#x20AC;? Emphasize frustration with technology Emphasize humanity of AmFam

Appendix • • • • • • •

Position Statement Mind Map Brand Model Creative Brief Ethnography Friendship Group Survey Analysis

Position Statement You just got into an accident. What a way to ruin your week. Now you have to deal with your insurance agency. Honestly, this is the last thing that you have time for right now. But what if you could bypass the one-eight-hundred number and automated messages and speak to a real, live human being? And what if that human being could take care of your claim in minutes, because they know you and they know the process? American Family Insurance has been providing great customer service like this for a long time. It’s easy to trust our experienced agents like old friends. They can get you what you need fast, but they’re human beings like you, so they also know that insurance isn’t your life, and you have better things to do than file a claim. Getting in an accident is a bummer—talking to your insurance agency shouldn’t be.

Mind Map

Brand ModeL Current Brand Position American Family is your grandmother’s insurance company. You know of it, but you don’t know anything about it. Brand Objective Heartfelt service from an agent who paves the way but knows how to get out of the way.

Conceptual Target – Immediate and Personal Gen Y is a risk-taking generation because they need to take risks to keep up with and get ahead of the rest of the world. Everything is a risk: job hunting, recreational activities, schooling. If you don’t take risks, you don’t live. Maybe that’s why the internet is so important: it minimizes risk and makes Gen Y feel more in control. Everything can be done online now, so Gen Y believes that everything can and should be immediate and easy. However, even if they can figure out things for themselves online, they value talking to a human being rather than a computer—as long as it’s fast. When it comes to price, Gen Y cares how much something costs, but if you can convince them that it’s a risk not to have something, they will pay extra to get it.

Even though times are uncertain, Gen Y is generally optimistic. They believe they can succeed and things will get better for them. That’s why insurance sometimes seems like a waste—it’s hard to believe they will ever use it. But insurance has the opportunity to be the safety net whereby they can enjoy life and take the risks they need to without wondering what the end result will be. Core Desire – Quick and Easy They want to get what they want when they want it, and they want it to be as good as it ought to be—so they can live life in control.

Role of the Brand American Family Insurance is about providing service with a personal touch—quickly and hassle-free. It’s about real-life people solving the problems of other people who have real lives outside of insurance. Compelling Truth When you need people to help and care for you, we will provide you a voice to talk to, an ear to hear your story, a heart to feel your problems. Selling Idea We get to the heart of the problem. We don’t become the problem.

Creative Brief Advertising Objective Convince 18–35-year-old millennials that an AmFam agent will take care of them and help them through the insurance process in a way that the internet FAQ and online form can’t. AmFam agents will be there when you need someone to talk to. Target Audience Millennials 18–35 years old who are looking to get insurance and get it out of the way. They want to live life and take risks without worrying how their actions or others’ actions will impact them. They live in a time when living means taking risks. They want to pay their insurance fast and get it out the way—but most of them find that when they actually need to use their insurance, they want it to take care of them, and they want someone to talk to who can help them fast. They want their agent to be the friend on their speed dial that they haven’t talked to in a while but need now, knowing that their friend will be understanding and come through for them. They are looking for personal connections on their time. Insight I don’t want to need my insurance, but when I need it, I want someone to be there for me, to talk me through the process.

Promise American Family agents are there for you when you need them with heartfelt service that can’t be duplicated by layers of automated bureaucracy. Support · Agents who are a friend to your cause and don’t get in your way · Modestly priced insurance · Years of great customer service Tone is: authentic, heartfelt, down-to-earth; not gimmicky or mascotbased, slapstick, fear-based Assignment · Broadcast & Internet Radio (:15 & :30 spots) · Magazine (full page/full cover, half page BW) · Cable TV (:30 second spot) · Contextual targeted banner ads, retargeting (250x300, 60x900) · Pre-roll video with DSP and behavioral model (:15 & :30 second spots with strong CTA) · Social media posts (Facebook, Twitter, Pinterest, YouTube, AmFam website/blog, etc.)

Ethnography • Home represents Ryan and Lynette’s relationship with their community • Their home represents a wilderness-y way of life that you can’t get in the city. It represents freedom while presenting a need to work together with the community. • Despite their frugal lifestyles, Ryan and Lynette have a lot of hightech gadgets, Netflix, etc. • Family o o

Family for Ryan means acceptance Lynette will do anything to protect her family

• Their American Dream is a job that pays the bills; a house; a car that runs; a satisfying rewarding job/career; sufficient money • They’re willing to pay more for insurance as long as insurance “doesn’t give them grief” when they need it • Freetime pursuits are incredibly important to them

Friendship Group Insight #1: Quality > Price Quality over low price—but barely. If it’s too expensive, they won’t go for it. But if it’s a little bit more expensive, they’ll go for the insurance with the better quality. Tune out insurance commercials when they already have it

Insight #2: Agents The word “agents” has a bad ring to it “Agents” means you can only go through one person Service bottleneck However, customer service is important

Insight #3: Auto/Life/Homeowner’s Health insurance is a complicated necessity. However, auto/life/homeowner’s should be a low-maintenance insurance. It should be immediate and competitive. Little or no trouble with auto/life/homeowner’s insurance. More accommodating

Friendship Group conâ&#x20AC;&#x2122;t

Friendship Group conâ&#x20AC;&#x2122;t Feelings About American Family Insurance

Friendship Group con’t Position Statement Analysis • Phraseology • More Receptive o o o o o o o o o

“Everyday you have places to be, people to see, and things to get done—and you do it all.” “We are your safety net to keep your life on track, no matter what happens.” “AFI has agents available who are experts in their field.” “security and stability” “they come from a professional and trusted background” “Getting in an accident is a bummer—talking to your insurance agency shouldn’t be.” “American Family considers each member a part of their family and treats them as such.” “AFI is big enough to cover your auto, home, and life insurance needs but small enough to be personal” “You can have peace of mind knowing that you don’t have to know everything about the insurance world.”

• Less Receptive o o o

“…a heritage of service that has been helping people like you since 1927…” “flashy, the lowest bare-minimum price” “adolescence”

Survey Analysis Reasons for Current Insurance Low Price

33%

Good Coverage

28%

Researched

25%

Work-Sponsored

22%

Parents' Insurance

18%

Recommended

16%

Agents College-Sponsored Commercial

11% 8% 1%

Category Frequency Electronics

104

Transportation

Memories

Clothing/Accessories

Family/Friends/Pets

Home

Furniture/Appliances

Religious Items

Hobbies (Gun/Instrument/Sports Equip)

Miscellaneous

Body

Motivations for Switching Lower Price

75%

Better Benefits

70%

More Coverage

54%

Unsatisfied w/ Company

26%

Agents

10%

Brand Name

• • • •

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In fact, 47% of those surveyed have already switched insurance companies despite the hassle and despite their young ages. Of those who switched, 68.5% switched due to price-related issues, linked often to a desire to better coverage. Others mentioned poor service or relocation. Service, quality, price, and broad coverage were the most important to consumers. Great insurance agents and online availability were considered important, but ranked lower than other attributes. Paid an average of $1351.14 per year. The mode was $600. The median was $840. Optimistic since 75% said they believed insurance was worth it—a substantial number explained that insurance insured them against accidents. Those who said it wasn’t worth the cost said that they had never used their insurance or disagreed with the premise of insurance—pooling risk. 14.3% said that the purpose of insurance was to provide peace of mind. 80% agreed that they felt more secure knowing that they had insurance. One person mentioned that “I can get away with risky stuff when I’m covered.” Another mentioned that “having insurance and not needing it is better than needing it and not having it.” Another joked, “Now I can make a space jump, too!” Many again mentioned peace of mind or being worriers. This is a faze of risk transition—even if you don’t care for your own life, you want to make sure your loved ones are taken care of so that you can still live life fully. Another mentioned that it’s “invisible” until you need it, and another mentioned that it’s a “safety net.” It’s very fear-based, because it plays on themes of death, accident, ruining your life, etc. Most said they were likely to use free online services and forums, especially retirement planning and investing. 52% said it was important to talk to an agent when deciding with insurance company to go with. Interestingly, 52% have an insurance agent and 83% consider themselves people-persons. In conclusion, agents can make or break an insurance deal when prices are similar. But should supplement it with online information and strive for good online customer reviews. Online provides the earthy experience, agents provide the emotional experience that reassures consumers. Utahns = 57 (54.8%) 66% don’t have children. 22% have 1-2. 70% rent. 59% are married. 40% attending school.