Droppingjaws.com loves consistency and obviously so does AllState calling on long time advertisement partner Leo Burnett of the Publicis Groupe. To create this satire of situation that would drive the average individual up a wall just like their insurance rate if they chose not select Allstate as their insurance provider. The New York Times reports that “Allstate plans to “substantially” increase ad spending for the rest of the year. Its ad spending in the first quarter totaled $85.9 million, according to the Kantar Media unit of WPP, up 23.7 percent from the $69.4 million spent in the same period a year earlier.“The intense focus on price played well during the recession,” said Mark LaNeve, who joined the Allstate Corporation in Northbrook, Ill., as chief marketing officer” With an increase of this magnitude Allstate feels strongly about the potential target market that the “Mayhem” campaign may reach. The creative concept was based off the observation that “Mayhem is a throwback to a kind of ad character that was once hugely popular: the bad guy who causes problems that the product being advertised solves.” says Mr. LaNeve, who joined Allstate from General Motors, to reposition the company as selling not just insurance but also protection. LaNeve would continue on to say that the villain character “tested unbelievably well across numerous targets,” he added, “including a young target.” “The Mayhem campaign will be “disruptive,” Mr. LaNeve said. “You need to experiment with new things.” the “Mayhem campaign take an vintage approach that had be used in such as campaigns such as “Avoid the Noid” Domino’s who symbolized how problematic it was to order from other chains”
“A good villain is a lovely thing,” said Jeanie Caggiano, executive vice president and executive creative director at Burnett. “Dennis represents Allstate and everything that is protection, Mayhem is the opposite, uncertainty,” she added. “This guy’s trouble with a charming smile, and represents everything Allstate protects you from.” (Source: NY Times) Dropping jaws.com applauds the approach that Allstate is taken to reach an emerging target market of teenagers and young adults. The approach that we at droppingjaws.com are referring to is lateral marketing which involes taking a product and sufficetnly transforming it in order to make it appropriate for satisfying new needs or new persons and situations not considered before. The vehicle the Allstate is the Inversion tactic which is saying the contrary or adding to an element of the product or service. Faith Popcorn a city councilmen in the advertising and marketing community. When Popcorn released “The Popcorn Report” a national bestseller she stated “ten trends to shape the future” number 2 on Popcorn’s list was Adventure, Popcorn gives insight saying ” adventure by association is all our overloaded sensory system need when there’s so much real danger outside. Offer the same and familiar with an adventurous or exotic twist. By adding sensory value- taste, texture, sound, smell, color – you can make any product more “sensational.” We @ droppingjaws.com came up with the conclusion that Allstate is tinkering with this trend instead they’re using the insurance as the product between having variety of adventurous and exotic twists to their “Mayhem” campaign such as leading actor Dean Winters who acts out the pitfalls, like collisions and storm damage, that can befall driver.