At Allstate, they don’t just talk about good—they make it happen. That’s why they’re one of our favorite clients; they make “doing good” a priority. They’ve cultivated a rich inner culture based on being a force for good in the world and making a difference, and we’re honored to be a part of telling their story.
Allstate came to Rule29 to help brand their shared purpose internally and to show its actual application through an internal brand and with real stories. One of the initial ways to do just that was through Allstate’s desire to celebrate longtime employee Maryse’s contribution to the company in a way that truly captured her effervescent personality and charisma. They also asked us to create a digital experience that captures the internal culture book given to each employee to help them understand what Allstate stands for and how they can embody that same spirit of service.
Before we jumped in to help Maryse tell her story, we embarked on a period of creative exploration of current trends in visual storytelling and how a company’s internal program could be shared in a memorable and engaging way. We were aware that a good story makes you both laugh and cry, and we wanted to make sure we applied that principle to our video creation and carry that through as much as possible with a consistent look for the initiative.
Our goal in every communication is to help our clients influence their target audience (i.e., help change their current attitudes, beliefs, aptitude, and behavior). Facts or information alone rarely change any of these in a dramatic way. Research supports that well-designed stories are the most effective vehicle for influencing beliefs and behaviors, so we knew that was one of our key strategies to help share Allstate’s shared purpose.
Longtime Allstate employee Maryse had an incredibly unique story to tell. We recommended creating a video that blended audio interviews, live-action, and animation—the perfect match for Maryse’s authentic and playful personality. The video was shown internally to employees to celebrate her contribution to the company, as well as externally to demonstrate Allstate’s caliber of employees and depth of caring for the broader world.
Several touchpoints for internal programs are key to help any team, especially one as large as Allstate, to experience, feel, and adopt it. We worked with the Allstate team to create several activations and sharable pieces to communicate the message.
Thank you for the Maryse story. We absolutely LOVE it! You jumped right into our heads and took this in a wonderful and creative direction to bring Maryse’s story to life in an incredibly compelling way
After the positive feedback Maryse’s story garnered, we started working on other employee stories that embody the Allstate shared purpose. By creating styles that are unique to each person, we were able to develop a series of videos that would be watched, shared, and help support Allstate’s desire to create positive experiences for their employees across the enterprise and with their customers. As they say, put people in front of policies.
What makes Allstate Insurance truly unique is how they take their “In Good Hands” motto to heart. To reaffirm this calling and sense of purpose, Allstate has a internal culture book that helps employees understand what the company stands for and helps embody the spirit of service that Allstate promotes. This document, titled Our Shared Purpose, was lives digitally on their website, and printed as a booklet. The print piece aimed to give employees a physical remembrance of the ethos of the company and the mission of each and every person who works there.
Videos, activation pieces, brand book—when you’ve got a rallying cry that works, take it to the streets! That’s exactly what we did with Allstate when we helped to create the bus wraps for their inner-campus shuttle. To help reinforce familiarity with the Allstate Our Shared Purpose, we designed on-brand bus graphics that would be seen far and wide across the Allstate offices in Northbrook, Illinois.