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Challenge

  • Local agents did not have a way to differentiate themselves from the highly competitive insurance marketplace

Insight

  • Most relevant concern for parents: teen safety while driving

Strategies

  • Developed a national campaign, scale-able across AFI’s 19-state footprint
  • Rollout of a Teen Safe Driver Pledge that both students and parents sign online, promising not to allow drugs/alcohol in their car and to wear their seat belts
  • Created a competition where the top three winning schools would each be awarded a $10K grand prize
  • Authentically engaged the local agent, making him/her an active part of the “safety” conversation

Idea

  • Position AFI as the ambassador for the real issue of teen safe driving at the local school level

What we did

Signage / PA announcements / School posters / Digital integration / Check presentation

400

high schools participated
within the Brand’s footprint

74K+

online pledges generated

$400K

given back to participating schools

Contact us

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