American Family Insurance is a 100 year old mid-sized, regional company with a good reputation, but a lack of awareness, particularly amongst a key growth audience - younger multicultural customers. In the low involvement insurance category, staying top of mind is key and the competition spends billions of dollars to maintain and grow share.

To drive breakthrough, relevance and differentiation, with a fraction of the budget, we would speak to consumers differently. Rather than rely on character connections (think the Gecko, Flo, Mayhem, Jake) - we would build stronger, emotional connections.

We needed to reframe insurance from something that protects things to something that protects what’s really valuable, dreams. We demonstrated the power of protection by leveraging our brand asset of the roofline - and speak to the unique dreams and aspirations of our multicultural consumers in a visually intriguing way that was unmistakably linked to our brand.

The campaign demonstrates that life’s better under the American Family Insurance roof, because when you feel totally protected, you’re free to enjoy your dreams. The roof magically hovers over key moments of customers enjoying the dreams they’ve achieved in an invisible house or car, as the roof protects them from any and all potential threats.

In “Night”, new parents soothe their baby to sleep during a late-night drive amidst gusty winds. They leave their invisible house with their crying baby to take a drive around the block in their invisible car which is protected by the red roof. Despite the bad weather, the baby feels so protected that as soon as she’s placed under the protective red roof, she stops crying. We cut to the parents’ feeling of peace… finally… as they enjoy their dream of their newborn bundle of joy.

Our goal was to punch above our weight and increase awareness and breakthrough in a cluttered category while driving relevance and differentiation among our core multicultural under 40 audience.

AWARENESS: Increased brand awareness by 9 percent for the under 40 audience in a category that has been in general decline since 2019.

BREAKTHROUGH: Increased ad recognition for those under 40. Doubled Brand Linkage and increased Message Linkage by 40 percent for our key target.

RELEVANCE: Increased relevance by 17 points and increased brand perception for multicultural audiences in key areas including: was relevant to me/my needs, and gave you a good feeling about the brand.

DIFFERENTIATION: Increased an average of 4.5 percentage points across multicultural audiences against: was unique and different.

Most importantly, we turned perception and positive sentiment into policies, - exceeding all new policy goals for 2023 before the end of the third quarter.