How Allstate's Mayhem Disrupted the Chatter Around Insurance
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Mayhem may wreak havoc for drivers, but the spokescharacter has helped disrupt the conversation around insurance when Allstate needed it most.
The destructive force played by Dean Winters broke onto the scene five years ago following Geico’s gecko and Progressive’s Flo. At the time, Allstate was flagging in the aftermath of the financial crisis. And the insurer’s “in good hands” message, which is built on providing quality coverage, didn’t cut through the clutter of competitors pushing low prices and quick enrollment.
“We knew we needed a loud thunderclap to tell people that we cared about them,” said Lisa Cochrane, senior VP-marketing at Allstate. “Mayhem is there to change the conversation, to disrupt the commoditization of insurance, and to provide you with something to think about to make sure that you have the right coverage.”
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