The campaign brings advertising integration with an original NBC Universal Digital Studio series "In Gayle We Trust," expert personal finance advice on MSN.com and an engaging CBS Radio promotion, all aligned by a similar theme emphasizing American Family Insurance agents' role as trusted advisers. Individual Web sites are digitally linked and provide an American Family agent locator tool.

The multi-platform strategy was developed in conjunction with Mindshare, who led the execution of this effort across all media partners, to supplement American Family Insurance's "The Family You Choose" TV, print and online advertising rotation.

"American Family's uniquely integrated marketing campaign uses the distinctive and critical capability of each media partner to engage our customers and prospects, bringing to life our brand proposition," said Lisa Bacus, vice president of marketing for American Family Insurance, the 14th -largest property and casualty insurance company in the United States.

"The issues conveyed throughout this campaign are on the minds of many of our customers and prospective customers," said Telisa Yancy, American Family Insurance advertising director. "We are enabling them to acknowledge and celebrate the things that matter most in their lives, and to learn ways to protect and strengthen their families, financial situations and communities.

"Taken as a whole, the campaign augments our existing media investment with storylines and content that hit home on some level with just about any consumer."

Campaign Specifics

This campaign builds on the effectiveness of individual media partners by integrating them with a theme that naturally draws consumers from one to the next. All three campaign elements launch on September 15, 2009.

      -- NBC Universal introduces an original 10-week digital series "In
         Gayle We Trust," written by Brent Forrester (NBC's "The Office"),
         centering on the lives of the fictional townspeople of Maple Grove.
         Insurance agent Gayle Evans, played by Elisa Donovan ("Clueless,"
         "Beverly Hills 90210," "Sabrina The Teenage Witch"), is the
         centerpiece of the town, serving as the sounding board, guru and
         trusted adviser among the town's idiosyncratic clientele.
 
         In addition to the episodes, NBC Universal will be creating deep
         interactive experiences that allow viewers to immerse themselves in
         online gaming and interactive maps tied directly to the series
         content.
 
         The comedic short stories, produced by NBC Universal Digital
         Studio in association with Mindshare Entertainment, will be
         available at www.ingaylewetrust.com and promoted on-air on NBC
         and USA Network, as well as NBC Universal's significant digital
         and mobile platforms, all major video-on demand platforms and
         social networks.
 
      -- Building a Brighter Future.msn.com offers families straightforward
         and trusted personal finance advice reinforcing American Family
         Insurance's position as a trusted adviser for families seeking a
         brighter future.  Featuring MSN's Liz Weston, the most-read
         personal finance columnist on the Web,
         www.buildingabrigherfuture.com offers video shorts, tips sheets,
         a blog and interactive tools to help families address today's
         personal finance challenges.
 
         Families can submit a video audition to win an in-home visit by
         Weston, who will develop a personalized financial plan to meet
         their unique needs.
 
      -- A supporting three-week "Family You Choose" radio promotion will
         be hosted by CBS Radio/Katz Advantage on 140 stations, encouraging
         local listeners to share thanks with members of their "extended
         family" that make their lives better.  Listeners can go to
         www.FamilyYouChoose.com to vote for one lucky winner to receive a
         VIP trip to New York City.
 
      -- All the individual media partner elements are digitally linked and
         provide an American Family Insurance agent locator tool.  These
         sites also feature the capacity for consumers to engage with
         American Family through the use of interactive tools without
         leaving the portal.  They also link to an updated www.amfam.com
         site offering new interactive information and quoting tools.
 
 

"We're excited to see American Family Insurance leverage our history of storytelling and broad distribution across all manner of digital platforms to create this ground-breaking original comedy," adds Cameron Death, vice president, NBC Universal Digital Studio. "American Family's deep insights about the brand and their consumers truly shaped a story that our viewers will love. We often talk about how different media partners can collaborate across the overall marketing ecosystem -- American Family made it happen by bringing all the partners, traditional creatives, agency and brand leadership to the table from the outset."

"Innovative, integrated campaigns like this are necessary to truly reach consumers in their daily lives today," said David Lang, North American President of Mindshare Entertainment. "They allow us to tell the full brand story, and then engage consumers in key aspects of the brand further through entertainment and education."

American Family Insurance's marketing and advertising is an extension of the company's mission statement: "To be the most trusted and valued service-driven insurance company." The company markets its products through exclusive agents who get to know their customers' individual needs and evolving life circumstances.

Based in Madison, Wis., American Family Insurance offers auto, homeowners, life, health, commercial and farm/ranch insurance in 19 states. American Family ranks 388th on the Fortune 500 list and is the nation's third-largest mutual property/casualty insurance company.

Source: American Family Insurance