American Family introduces new multi-media marketing campaign
The newest spot, called "This Sacrifice," follows themes introduced in the previous “This Dream” campaign, by demonstrating all kinds of dreams are worth achieving and American Family Insurance gives individuals the freedom to go out and pursue their own.
“This Sacrifice,” the new TV ad that debuts today, shows the hard work and sacrifices people make as they strive to attain their life aspirations and dreams - a woman changing the oil in her car; a man sewing the hem of his pants; a father putting coins in a large jar as his toddler watches - and how American Family protects achievements like a home, a car, a business.
The multi-media campaign includes TV, radio, print, billboards, online video, social media, digital/mobile display and agency owners marketing components.
Follow-up to "This Dream"
The new TV ad emphasizes themes introduced with the previous campaign, “This Dream." The message conveyed with "This Dream" was that dreams come in all shapes and sizes, American Family protects all kinds of dreams and gives people the freedom to pursue their own dreams.
This campaign is built on the insights gathered from consumers about what they’re looking for from their insurance provider.
"It’s not about protecting sheet metal or shingles," said Kesha Bozeman, enterprise brand strategy director. “Our message is we’re here to protect your dream – THIS home. THIS car. THIS LIFE you’ve worked so hard to (or will) create. And this hard-earned achievement and your dream deserves the right protection."
Watch the new :30 second spot here:
Creative agency: BBDO New York
Media agency: Mindshare Chicago
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About American Family Insurance
Madison, Wisconsin-based American Family Insurance group is the nation's 13th-largest property/casualty insurance group and ranks No. 311 on the Fortune 500 list. The company sells American Family-brand products, including auto, homeowners, life, business and farm/ranch insurance, primarily through its exclusive agents in 19 states. American Family affiliates (The General and Homesite) also provide options for consumers who want to manage their insurance matters directly over the internet or by phone. Affiliate Main Street America sells insurance products through independent agents. Web www.amfam.com; Facebook www.facebook.com/amfam; Twitter www.twitter.com/amfam.