In BBDO New York's American Family Insurance home and auto insurance bundle spot titled 'Move-In Day', real estate and renovation TV personalities, and American Family brand ambassadors as of 2021, Drew and Jonathan Scott help protect a young family’s dream of homeownership and highlight that consumers can save up to 23% by bundling home and auto insurance with American Family. This spot will be leveraged across several platforms including TV, digital video/OLV and social.
Leaning into hyperbole, the creative shows the Scott brothers moving furniture and other items wrapped in layers and layers of bubble wrap into a home entirely wrapped in more bubble wrap to playfully reinforce American Family’s commitment to making customers feel safe and protected in their dream home. Even the SUV in the spot is fully wrapped in bubble wrap to demonstrate that American Family protects vehicles too.
Building on American Family’s 2021 executions that featured the Scott brothers, the latest work highlights the brand and the brothers’ shared dedication to inspiring, protecting and restoring dreams and mutual belief that any dream is achievable with the right support.
Capitalising on the Scott brothers' well-established presence on HGTV, American Family also is leveraging a multi-media partnership with HGTV that includes custom video content, a sponsorship of HGTV’s Celebrity IOU (which stars the Scott brothers), custom vignettes featuring Scott brothers content across HGTV and DIY shows, interactive digital ad formats and custom social content.
Further, the campaign establishes a direct partnership with Zillow to intercept users when they are planning an upcoming move. Through this partnership, American Family owns a Marketplace page on Zillow and American Family products and services are showcased through a customized digital experience on Zillow.
These strategic partnerships leverage insights about how millennial first-time home buyers shop for homes, and the charisma of the Scott brothers, to enable American Family to stretch its marketing dollars and punch above its weight in a crowded category.
Customisable video, audio, social, print, email and direct mail are available to all American Family agents for localised promotional efforts.