Use an outdoor display to evoke an emotional response from consumers—and remind them insurance is about risk and protection, not just saving a few dollars. The location was the landmark Marina Towers apartment buildings in the heart of downtown Chicago. To accomplish the stunt, a team of engineers devised a harness system that required closing down two levels of the parking garage as a car was dangled off the 17th floor of the building, high above the Chicago River.

For the price of one outdoor installation, Allstate reached millions of consumers through buzz and shock value. Many people even called the city's emergency line to report a car hanging off a building. One billboard. Nearly 3 million impressions. And a new story for a brand perceived as 'conservative.'

The key to connecting with consumers was to make the stunt relatable. While we could have hung the car off a standard billboard for a nice visual effect, people don't worry about their cars falling off billboards. People do worry about their cars going over the ledge in the iconic Marina Towers garage. Employing a team of engineers, simple art direction and a well-known tagline, Allstate literally made people stop and think.

The idea reached intended audiences in a variety of ways. Some Chicago drivers saw the billboard in person, others learned about it because of media coverage, and still more found out about the ad from friends who sent them pictures.