Winner: The Allstate Corporation
Campaign: The Allstate Corporation 2006 Summary Annual Report
The Mission:
In 2006, the Allstate Corporation was experiencing a troubled period in its history. The insurance industry had hit rock-bottom following a string of lawsuits filed in the wake
of several natural disasters. To further complicate matters, the company was undergoing a shakeup, with then-COO Tom Wilson replacing then-CEO Ed Liddy. Allstate wanted to create
a annual print report that would restore investor confidence, honor Liddy's legacy (while supporting Wilson's transition) and position the company as a leader in stakeholder
communications.
The Strategy:
In addition to conducting research to determine the direction for their new annual report, Allstate also decided to create a strong Web presence that would inform and engage
its readers.
The Execution:
To convey why people should invest in Allstate, the team used past achievements, record performances (replete with metrics) and personal stories as told by stakeholders to
illustrate their objectives. Also included was a joint photo/letter to shareholders co-signed by Liddy and Wilson to reinforce a message of continuity, with a special message from
Liddy endorsing Wilson's new role. Other elements folded in were a lively design, vibrant photography and feedback cards to measure response to report and intent to migrate online
in 2008.
The team players created a complementary Web site that provided readers with additional content invaluable to investors. inveMission: Accomplished:
With a budget of $800,000, the return on investment was far-reaching. The first four weeks after the online report was launched, 82% of unique web site visitors downloaded the
report. The reply card (included with the print report), generated 10,015 responses to date. Also, according to the print surveys, 72% said the report helped them appreciate the
financial value allstate created in 2006. PRN