This fall, Allstate Insurance, aided by the Zeno Group, went into high schools in key markets to teach students about safe driving. But knowing that teens can be resistant to lecturing, the team tried a new tactic as part of its "Keep The Drive" campaign.
"We identified teen leaders who were most likely to influence the other students and engaged them," says Grant Deady, MD of Zeno's Chicago office.
Although marketing is now even more focused on niche audiences than ...