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November 3, 2011 Jeremy Bowler Senior Director J.D. Power and Associates

When Did Personal Auto Become a Laughing Matter?. November 3, 2011 Jeremy Bowler Senior Director J.D. Power and Associates. AM Best Insurance Marketing & Advertising Summit. 2006 - 2010 P&C Industry Advertising Expenditures.

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November 3, 2011 Jeremy Bowler Senior Director J.D. Power and Associates

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  1. When Did Personal Auto Become a Laughing Matter? November 3, 2011 Jeremy Bowler Senior Director J.D. Power and Associates AM Best Insurance Marketing & Advertising Summit

  2. 2006 - 2010 P&C Industry Advertising Expenditures With annual industry marketing spend of over $5 billion, and the top 4 brands spending over $2.6 billion, how do you get your message heard? Many have turned to humor to try and differentiate their brand message.

  3. On average, ad conversation accounts for 5% of total brand discussion (and that’s for strong campaigns) 3% of total 7% of total 4% of total 3

  4. But for Insurance immense ad spend results in more buzz…but does it “work”? 25% of total 15% of total 30% of total 4

  5. Allstate buzz steadily increased for 8 months after launch of Mayhem 5

  6. Mayhem campaign drives overall increases in brand discussion 20% of total discussion 14% of total discussion 9% of total discussion Campaign Launch 6

  7. Mayhem is discussed more positively than negatively – but tops both categories Those are my favorite commercials! They're so funny, and he looks like he loves doing them! I love the GPS one! And the teenage girl driver, and the shakey shakey!!! that guys voice on the Allstate commercials gets on my nerves.. Those obnoxious, fear-mongering Allstate "mayhem" ads never got pre-tested? I guess that's why they were obnoxious and fear-mongering. I love them! It does not make me want to change my insurance though, but I love the giggles I get from watching! Allstate commercials scare the **** out of me! They are the best. Doesn't hurt at all that Mr. Mayhem isn't bad to look at on top of them being great spots. I wish the insurance company I work for would have come out with something clever like these. 7

  8. Consumers are more positive and passionate about Mayhem than many other popular campaigns So what, if anything, has a campaign with this much buzz actually done? 8

  9. Measured advertising awareness and recall show slightly positive signs in a sea of insurance ad clutter Change in Unaided Awareness (’10-’11) 2011 Ad Recall 9

  10. Switching is the top behavior for Allstate and predominantly positive, often linked to Mayhem Wow, for once I found some truth in advertising! I switch my car insurance from Geico to Allstate and am saving $220 a year and that is not counting the discount once I move my homeowners insurance to Allstate too! By switching from Geico to Allstate, I just saved 15% on my auto insurance. I will switch to Allstate insurance if they promise to keep making more Dean Winters 'Mayhem' commercials. I switched to Allstate solely because of the beautiful Allstate man in the commercial. dontjudgeme LOL. 10

  11. Despite meager increases in awareness and recall…it’s possible “switching” conversation was more than just ad fan hyperbole YOY Change in Purchase Funnel Activity 2010 vs. 2011 Outperformed both GEICO and Progressive, both with more significant ad spend *Esurance insufficient data 11

  12. So, is “Mayhem” a success? It captured a different audience It got people talking Shows signs of impacting growth 12

  13. What’s the latest on Mayhem? Recently, the campaign has experienced a resurgence in buzz and affinity 13

  14. Consequently, Net Sentiment for the Allstate Brand has shown signs of improvement But why? This isn’t “normal” for a 18-month old campaign 14

  15. Mayhem fans are customers, potential customers and advocates The new "mayhem" commercial with the blind spot makes me chuckle. *Thumbs up!* "You're Good!". The new Allstate commercials are so hilarious. Makes me proud to be apart of Allstate! I love Mayhem Allstate commercials. Probably the only reason why I'm insured by them. Well played, marketing team! I loooooooove the #Allstate #mayhem commercials that guy has #gritandtoughness. I really like the #allstate guy from the commercials... even though I have #geico #moneyspeaks. I may switch my insurance to #AllState just because of the Mayhem Man. 15

  16. Rich digital content and fan activity fuel buzz and affinity for Mayhem and, in turn, Allstate 16

  17. What makes Mayhem a continued success? Continually updated, culturally relevant Relatable Scenarios Strong digital presence and following 17

  18. Jeremy Bowler J.D. Power and Associates (248) 267-6800 Jeremy.Bowler@jdpa.com Downloads available at: www.jdpower.com

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