Allstate: National General

Beyond Floods flood insurance

INSIGHT: It is possible that [people] with homeowners insurance believe they have flood coverage when they actually do not … homeowners may not fundamentally understand what flood coverage is and how it works. Or they may think flood coverage encompasses water damage from a burst pipe instead of a weather-related event like a hurricane or from a river flooding. Leaving most homeowners with sticker shock when they find out that they will have to pay out of pocket or get a loan to pay for flood damages.

STRATEGY: Compare its flood insurance against its competitor, NFIP.

IDEA: Show that flood insurance is not an additional expense, it is taking proactive measures to safeguard your home, finances, and peace of mind against unforeseen natural disasters.

PROPOSITION: Allstate’s National General – Beyond Floods flood insurance protects what matters most.

Disciplines: Advertising, Design, Interactive Print, White paper Landing Page

The Allstate Corporation is an American insurance company, founded in 1931.

Allstate catastrophe losses estimate surges in the future. For every dollar insurance companies collected in premiums last year (2023), they paid an average of $1.10 in claims and expenses. The cost of fixing or replacing damaged homes has jumped sharply in recent years as a result of rising labor and material prices.

As premiums keep climbing, more people are scaling back their coverage or even going without. Insurance is not only for economic stability but for community resilience.

I was tasked to create a one-off Advertisement for National General, an Allstate company.

TARGET MARKET

Middle income family man and homeowner. He has never filed an insurance claim, and his house isn’t close to a stormy coastline or a fire-prone forest. So, he was surprised when his annual homeowner’s insurance premium shot up to $1,600 or $700 dollars more than he was paying just a couple of years ago. Because of this he is scaling back his coverage.

Landing Page

THE BRIEF

GET middle income homeowners

WHO think they are protected against flood damage under their standard homeowner insurance

TO not think that they are covered, but to know that they are covered

BY informing them that Allstate’s National General – Beyond Floods flood insurance protects what matters most.