The Allstate Insurance Company of Canada is a member of one of the largest insurance organizations in the world, The Allstate Corporation. Allstate Canada has provided property and casualty insurance products to Canadians since 1953.
They provide their customers peace of mind by delivering a full line of auto, home, individual life and financial products through their network of 450 agents in over 250 communities and 1,000 employees. “We offer The Good Hands Network®, providing customer service choice through our agents, our Internet and our Allstate Customer Contact Centre”.
The objective of the campaign was to obtain “x” (expiration) dates for the agents as a Lead Generation program. The ultimate goal was to create a database of “x” dates for the agents to follow up on and create awareness about Allstate’s affordable prices.
SOLUTION
Henderson Robb developed and designed an online sweepstake, titled Allstate "Take Two" Advantage Sweepstakes. As the name suggests, contest participants filled out a form with their name, postal code, phone number, email address and most importantly “x” dates at a chance to win an exciting prize. Each week an e-blast was sent to a list of registrants encouraging them to sign up and tell a friend.
The Grand Prize Winner received a Sharp Acquos 52” LCD HD TV and 200 Canadian Tire Gift Cards valued at $20 were mailed out as secondary prizes.
Media support included:
- Email blast
- Viral Marketing campaign with tell a friend button on the sweepstake microsite www.allstatewin.ca
- Advertising on the Allstate Canada website homepage with a link to the microsite
- National Online Media Campaign
RESULTS
Overall, the campaign proved to be very successful. Allstate obtained a new database of prospective clients while the recipients of the secondary prizes were thrilled at the opportunity to receive lower insurance rates and a Gift Card.
“Thank you for the $20 gift card from Canadian Tire which I won in the Allstate "Take Two" Advantage Sweepstakes. - I appreciate it”. -Patricia Boyle
Due to the response from the email blasts and other marketing tactics the following results were produced:
- 4881 Registrants
- 10,968 page views
- 2 minute average time spent on site per visitor
