Allstate "Mayhem" Ad
Marketing Case Study
Allstate's Mayhem has company sales going up
Allstate had been running the same marketing campaign for quite some time. It was Dennis Haysbert doing the, "are you in good hands" ad and safe driving discount. He was so well liked and his voice was so distinct that I think for a good amount of time these ads were pretty effective. Like everything in the marketing world however things do get old and consumers want what is new and attractive.
With the new mayhem is everywhere campaign I really think that Allstate used the purple cow technique quite well. It is a guy that acts as the cause of catastrophic events. For example, he is a tree that goes through your window, or a thief that breaks into your house or car. Based on their sales this marketing campaign has been a huge success. The character, "Mayhem," even created a Facebook page and has more followers than the actual Allstate page itself. I would say that is a pretty successful ad. I think another reason why it has been as successful as it has, is because people can relate to these things happening as well as the entertainment factor itself in which a man acts as actual catastrophic events in which Allstate can cover. It has the Wow factor to it and it still sticks to Allstate's original message of having your back if terrible things happen.
The thing I think they may want to stay away from is making people think that they cover all these catastrophic events with no repercussions. When these things happen many times rates will go up or the client may even be dropped. Sending a false signal that no matter what happens Allstate will cover can be backfire in their face but I think they are taking the risk that to the majority these events do not happen very often which in most cases is a fair bet.
Allstate's Mayhem has company sales going up
Allstate had been running the same marketing campaign for quite some time. It was Dennis Haysbert doing the, "are you in good hands" ad and safe driving discount. He was so well liked and his voice was so distinct that I think for a good amount of time these ads were pretty effective. Like everything in the marketing world however things do get old and consumers want what is new and attractive.
With the new mayhem is everywhere campaign I really think that Allstate used the purple cow technique quite well. It is a guy that acts as the cause of catastrophic events. For example, he is a tree that goes through your window, or a thief that breaks into your house or car. Based on their sales this marketing campaign has been a huge success. The character, "Mayhem," even created a Facebook page and has more followers than the actual Allstate page itself. I would say that is a pretty successful ad. I think another reason why it has been as successful as it has, is because people can relate to these things happening as well as the entertainment factor itself in which a man acts as actual catastrophic events in which Allstate can cover. It has the Wow factor to it and it still sticks to Allstate's original message of having your back if terrible things happen.
The thing I think they may want to stay away from is making people think that they cover all these catastrophic events with no repercussions. When these things happen many times rates will go up or the client may even be dropped. Sending a false signal that no matter what happens Allstate will cover can be backfire in their face but I think they are taking the risk that to the majority these events do not happen very often which in most cases is a fair bet.
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