Company: Momentum Worldwide, New York, NY
Company Description: It's the actual experiences we have with a brand that define its relevance – so Momentum Worldwide helps brands create their Total Brand Experience. We do this with expertise in communications strategy, content creation, and flawless execution across events, sponsorships, promotions, advertising, shopper, music, entertainment, social and beyond.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Insurance

Nomination Title: Allstate (Property Insurance) – Protect It Or Lose It Campaign

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

CHALLENGE:

Allstate knows that people have acquired many possessions, but most people don’t know how much they own, or what it is worth. So, the goal was to get people to reconsider their property insurance, and the value at which they insure their property, by starting the conversation. However, people aren’t interested in talking about insurance, so a successful program would need to be fun and engaging, and provide that “A-HA!” moment.

Because game shows are a fun forum to talk about the worth of possessions, our idea was an game-show-themed experience called “Protect It Or Lose It.”

THE EXPERIENCE:

Kicking off Protect It Or Lose It, Allstate partnered with actress/singer Kristin Chenoweth for a media day in New York City and to film man-on-the-street videos. Media placements included Access Hollywood, The View, NewsOK and many more, ensuring high visibility. Allstate also fielded a survey to determine Americans’ knowledge of their possessions’ value which provided media with statistics. All media and survey pieces were integrated into the event activation.

In each of the designated key regions, the Protect It Or Lose It campaign brought a mobile tour to a homeowner-centric event, and guests were drawn into the footprint with a real-life main stage gaming area. The event featured an emcee and giant “Plinko” board, an interactive “Over/Under” game, and a photo sharing opportunity. The emcee tested participants’ knowledge, allowing them an opportunity to earn additional game pieces for the “Plinko” board when they provided the correct answers to homeowner’s questions. The “Over/Under” game allowed attendees to compete head-to-head using their knowledge of the pricing of various household goods. Brand ambassadors were available to capture the fun via a photo-share opportunity. Both the Photo-Share and Over/Under experience were main sources of leads for Allstate.

The footprint integrated recent PR elements, advertising and digital application upgrades. Monitors and signage featured the campaign spokesperson, Kristen Chenoweth, recent Allstate homeowner’s spots, and trivia questions based on survey results. Participants could also get information on disaster preparedness or instantly download Allstate’s Digital Locker® application.

The on-site experience was further supported by a digital game and online contest to continue the entertaining and educational experience. The campaign website (ProtectItOrLoseIt.com) featured an interactive game in which players protected household items and avoided hazards to advance. People were directed to the site via media placements and events. Direct links to the Allstate website prompted action to “Get a Quote,” utilize the Digital Locker, and inquire about renter’s insurance. To encourage repeat visits, the game featured daily instant win prizes and a grand prize of $5,000.

RESULTS:

Because Protect It Or Lose It entertained while educating, participants were rewarded for their knowledge of their property insurance needs. Instead of focusing on the negative, the shift to make “winners” out of the informed homeowners made the event successful and resonated with homeowners and “soon-to-be” homeowners across the country.

Awareness
• 57 million+ media impressions
• 2.3 million Protect It Or LoseIt.com digital game page views (139,780 unique visitors)
• 2,710,400 On-The-Road Impressions
• 3,000+ media stories

Engagement
• > 500,000 sweepstakes entries (35,026 unique entrants from online digital game)
• > 5,000 event engagements
• Distributed nearly 5,000 practical and sought-after premiums
• Provided Allstate representatives opportunities to connect with prospects in a low-pressure environment.

Leads
• > 2,500 leads for Allstate representatives in 10 markets

ATTENDEE FEEDBACK

• “This is the coolest thing I have seen in years.” (Deseret News Home Show)
• “I can’t believe how off I was on the value of some of my assets.” (Capital Home Show)
• “I came here looking for new gutters, and now I’m possibly switching my insurance.” (Greater Philadelphia Home Show)

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

MEDIA:

• Celebrity spokesperson Kristen Chenoweth for media day and man-on-the-street interviews
• Survey of homeowners about current knowledge of property insurance valuations
Results:
- 57 million+ media impressions
- 3,000+ media stories

LIVE EXPERIENCE:

• Designation of key home-owner centric events in 10 Allstate priority markets
• Use of attention-grabbing, easily understandable games, with educational focus (Plinko, Over/Under)
• Buzz-worthy premiums and experiences
• Integration of media, survey and advertising elements throughout footprint
Results:
- 2,710,400 On-The-Road Impressions
- > 5,000 event engagements
- Almost 5,000 premiums distributed
- > 2,500 leads

ONLINE (www.ProtectItOrLoseIt.com)

• Multi-level online game generating repeat participation
• Sweepstakes to generate repeat visits and entries
• Easy redirects to applicable Allstate resource (Get a Quote, Digital Locker)
Results:
- 2.3 million Protect It Or LoseIt.com digital game page views (139,780 unique visitors)
- > 500,000 sweepstakes entries (35,026 unique entrants from online digital game)