To broaden its reach within the motorcycle insurance category, Allstate knew it had a big job on its hands.
The company not only had to make bikers aware of its competitive policies, but also let them know it truly understood their passion for riding.
Idea: The campaign concept was "really about having a visible and tangible presence, to let folks know that we're in the motorcycle market and serious about it," says Allstate communications manager Raleigh Floyd. In line with its established ...