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The Ask

Reintroduce Allstate to a younger generation of consumers with a digital/social campaign that modernizes the brand and creates new relevance for today, shifting from traditional insurers to a modern-day protector.

The end goal is to increase Allstate's brand relevance and consideration with younger consumers in order to drive growth.

The Talk is a campaign that highlights the lack of education young adults have about insurance. The concept came based on the insight that only 18% of consumers felt they fully understood the terms of their policies.