Allstate
Art Direction: Kevin Zavalaga, Gina Marchini, Jay Do
UX/UI: Kaelan Brown
Account Management: Vivian Zhu
Project Management: Diego Villegas
Media Planning & Buying: Rishabh Bisht, Angela Chiu
Strategy: Simrandeep Kaur, Angelica Lopez-Gonzalez, Rameen Ali
Data Analytics: Jennifer Tran
Public Relations: Rebecca Farinas
Insight
There is a significant level of distrust regarding insurance companies, based on a lack of clarity in what customers are paying for, obscure pricing, and impersonal products.
Idea
Let’s remind those that find adventure in games that Allstate is there to help them experience relief, even when a blue shell sends you flying from first place to ninth.
Award
MAIP 2021 Summer Project Competition - FINALIST
CONCEPT
TWITCH
Twitch: the optimal platform through which Allstate can reach its target audience.
Twitch is preferred by the most popular streamers, whose strong personalities and viewership we can leverage to make our campaign succeed.
72%
Of all hours spent watching live streams on the internet is
via Twitch.
~2.7million
Monthly broadcasters.
~15million
Monthly daily active users.
ACTIVATION 1
Stream Bombing
Allstate will create a Twitch account and sit in on various gaming live streams. Whenever that particular streamer has an unfortunate gaming event (lost the game, crashed their vehicle, etc.) Allstate will donate $100 to that streamer as a relief for their frustrations.*
*The donation feature is a convention of Twitch. Users often donate money to streams they support.
Allstate will enter up-and-coming streams that play games relating to Allstate’s product line such as The Sims series, Animal Crossing, and Mario Kart.
Up-and-coming streamers have a more intimate audience, meaning Allstate can better engage with the chat and get noticed. We will send a donation whenever there is a gaming mishap as a form of goodwill.
ACTIVATION 2
Gamer Care
Allstate will send out “gamer care” packages to various Twitch influencers.
Gamer Care
Unboxing Videos
We’ll send gamer care boxes to Twitch stream influencers.
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Syndicate
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Lilypichu
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Krystalogy
-
Qwavii
-
Deere
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ChewieMelodies
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TobiasFate
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HasanAbi
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summit1g
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AnthonyZ
Potential influencers:
What's in the box?
Blue light glasses
Wrist rest
Grip strengthener
Keyboard cleaner
Back support pillow
Water bottle
Hoodie
ACTIVATION 3
Pro Tip: Relief
Allstate will create a mini digital-first campaign with gamer care tips that focus on relief. In conjunction with our stream bombing stunt and gamer care boxes, Allstate will create a mini digital-first campaign with gamer care tips that focus on relief.
TRADITIONAL SOCIAL: INSTAGRAM & FACEBOOK
TARGETED SOCIAL: REDDIT
EXTENSION
ALLBALL
A chatbot system will be implemented into Allstate’s existing website. While a prospective customer waits to get connected to a representative, a fun mini-game will appear inside the chatbox, optimizing customer support and providing relief while waiting.
CHAT N' PLAY
Allstate will implement a chatbot who will attempt to answer customer questions. If the question is complex, the user will be placed in a queue to chat with a representative.
“AllBall” will pop up, gamifying the experience by giving the user something to do as they wait for the next representative to become available.
Chatbots...can successfully answer up to 80% of routine questions. Costs are far lower as a chatbot can address thousands of queries at once.
AD N' PLAY
Further expanding on the chatbot, Allstate will implement a series of interactive mobile game ads to further engage and reach their audience.
This ad will be placed in several popular mobile games such as Candy Crush and Clash of Clans.
GLHF & GG!
As digital natives, young adventurers are finding new ways to engage themselves through technology. With GG, Allstate can target those virtual adventurers, providing relief through activations that feel natural to the gaming micro-culture.
