What we can learn from Mayhem?
By: Maggie Cunningham
These commercials are easily relatability to any insurance user
Allstate’s most recognizable campaign features Dean Winters who plays the destructive force, Mayhem. This first launch in 2010 but continues to air with different situations that wreak havoc on everyday life. Lisa Cochrane, Senior VP of Marketing described Mayhem as “accidental things that happen to everyday people…Mayhem is about life”. Scenarios from bad weather, a deer in the road, racoons, and even a “emotionally compromised” teenage girl: are all things viewers can relate to. During each commercial, Mayhem prompts the question: “Am I covered for that?” to which Dean answers “We all encounter life’s mayhem and it’s important to pay attention to the coverage that you have.” Mayhem's various characters, stunts and digital presence have kept the campaign fresh over the years. The company also holds Mayhem back when it needs to, so the character can live on.
Allstate first faced backlash when the commercials aired with the fear that the insurer was predicting the end of the world. But they spun this concern to show this is something viewers could relate to and made it easier to talk about scary situations that might happen. But with the proper insurance coverage Allstate can support their users all by shifting the tone of the conversation.
Mayhem stays on Top following Trends
Allstate finds ways to keep Mayhem relevant in the everyday life of their customers.
Allstate changed the view of insurance through a funny spokesperson.
On of the most noticeable campaigns Allstate created was during the 2014 Sugar Bowl where they launched Project Share aiming to increase awareness to the dangers of sharing one’s location on social media. The commercial features Mayhem breaking into the home of a couple who is attending the Sugar Bowl (given an all-expense paid trip to the game sponsored by Allstate) and where Mayhem place more than 300 of their household items on sale. The sale could be found a special website that anyone could buy from during the game. Allstate took the time to engage their viewers in a relatable way and it paid off.
What can we learn from Mayhem?
Since Allstate has change the view about insurance, what are some tips we can learn from them:
Think outside the box. These topics require a unique twist and an way to angle the message to their customer without scaring them with all the but things that could happen.
Integration is key. When you are trying to change the discussion of a topic, you need to use more than one channel to do so.
Don’t be afraid to have a personality. Mayhem has made such an impact because he has a clear and captivating personality.
Engage, Engage, Engage. Difficult topics require us to be very hands-on and present. They need to be brought down to the conversational level to be more digestible. Social and the strategic use of content gives us an amazing ability to do this. Use it.
Using Allstate’s methods could help any marketer to build a successful and memorable campaign!