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 "protection and preparedness" position, Allstate and PR partner Taylor aimed to connect with both die-hard cruisers and weekend warriors by focusing on safety, maintenance, and accident management through Allstate's Mobile Garage Tour, a traveling educational effort centered on keeping motorcycles running smoothly and looking good.
Tools: Debuted at the 67th annual Sturgis (MT) Motorcycle Rally, the Mobile Garage is a six-stop interactive tour bound for the US' biggest cycle events. At each, Allstate hosts a hospitality tent with free chair massages, Web access, contests, and a bike "first-aid station" for free safety checks. Allstate partnered with Harvey, IL-based Chopper College for hourlong motorcycle-building and -repair sessions, with real-life insurance agent Dean Akey on hand to draw attention to Rescue Riders, the nonprofit he founded to train motorcyclists to respond to emergency-scene situations.
Measurement: As its first motorcycle-rally foray, Allstate doesn't have a definitive measurement plan. Floyd expects attendees "to let us know how we're doing. We're watching closely and playing it loose. If [bikers] respond, we know we're on the right track."
Company: Allstate Corp.
Campaign: Allstate Mobile Garage Tour
PR team: Allstate (Northbrook, IL); Taylor (Charlotte, NC)
Other marketing: Advertising, sponsorship
Launch: August 6