Allstate Chinese: speak human to me
← Back to work-
Allstate Canada appointed Barrett and Welsh as multicultural AOR in 2014 to overhaul the Allstate Chinese market outreach. Our job was to reconnect Allstate with its high value Chinese Canadian consumers in a whole new way that leveraged Allstate’s history and reputation, differentiated the brand and made new inroads with Mandarin and Cantonese speakers.
Rather than focus on price, our campaign focused on value – the value of an Allstate agent. Our Allstate Chinese campaign creative featured warm, human, brand stories about how Allstate agents win the trust of their clients, by being there for them and with them. In every ad, we hear the voice of the consumer. Talking like a human. To a human. About a human. The surprise: the human is an agent. An agent who does what the client does. Who loves what the client loves. Cooking. Gardening. Yoga. Dancing. Stuff like that. Human stuff. The stuff on which trust is built.
-
2017 EMMAs: Television: Gold. Integrated Marketing Campaign: Silver.
2016 Marketing Awards: Silver, Bronze
2016 EMMAs: Print and TV Silvers. The EMMAs are awarded by NAMIC, the premier advocacy organization for multi-ethnic diversity in communications in North America
-
Allstate chose to win by not competing. Other insurance companies throw numbers at you. The only number Allstate wants you to have is the number of an Allstate agent you can trust.