Dear CMO:
It almost reaffirms your belief that people are paying attention when you read that four of the top five insurance ads rated on believability and “impact” are from Allstate.
The study, from Phoenix Marketing International, shows us an interesting trend: the top scores all go to Allstate’s very real, very credible “Our Stand” spots with the next several going to State Farm (True Story: Living Room Crash) and Liberty Mutual (Pay It Forward) — all real life executions avoiding slapstick.
We don’t see the British Lizard until number 17 on the list. We don’t see Cavemen at all.
The choice of actor Dennis Haysbert as the spokesperson is credible. The subject matter makes sense. It’s not about being the cheapest, or the funniest, or the fastest, or the most transparent. It’s about being the best under the worst circumstances. It’s about deep experience that goes beyond the acquisition period — when we collect your money — and speaks directly to when you need what we do. When you’re in the accident, or in court, or the victim of the con.
In my quantitative research, Allstate’s “Our Stand” campaign scored highly (note that the sample size of “one” has some degree of sampling error and may be biased).
Now, what stops us from taking this study at face value? Per Phoenix, their methodology is, “… a single metric, based on a category-specific model, that measures an ad’s creative potential and allows category advertisers to compare their performance against the competition.” This doesn’t mean it sells more insurance, to be clear. It even sounds a bit fluffy, to be honest. It certainly doesn’t tell us how this metric is derived. I don’t know if it was ten people in a room watching it together or three hundred watching it separately on a clutter reel. Hopefully, it was closer to the latter.
Further, I don’t come from the insurance world, so I can’t speak with the certainty of my own preconceptions and biased data to either support or refute whether these ads are helping or hurting, or whether Lizards and Cavemen out-pull reality.
But I get the feeling that once you’ve been exposed to the reality of this industry’s world — once you’ve had to use them — Allstate wants to be the one you end up with.
Could it be that Allstate doesn’t want to be a “beginner’s insurance company“?