Table of Contents 6 2012 OVATION Awards Winning Entries

take away attention from the road (students dressed up as lifeguards with whistles, a giant tally board
and a lifeguard chair) and the number of observers per corner of the intersection was reduced to two in
order to remain safe and unobtrusive.
Safe Driving Study
It had been noted in a few markets during the 2010 Ontario Safe Driving Study that some local police
forces, whe approached by the media to comment on the results of the study, contradicted Allstate
Canada findings by stating that they had in fact seen a decrease in collisions while the study had shown
an increase in collisions. TFC pre‐empted similar occurrences in 2011 by meeting with the Ontario
Association of Chiefs of Police and reviewing the program and results with them. They in turn put us in
touch with relevant spokespeople in key markets so we were able to explain the goal and methodology
of the study if contacted by the media. As a result no similar negative coverage was identified in 2011.
MEASUREMENT/EVALUATION
Drive increased awareness of Allstate Canada’s brand as authentic, confident, forward‐thinking,
approachable and worthy of purchase consideration as measured by:
• MRP rating of 75% or more based on corporate and program specific key messages o MRP score 77%.
Get to Know Your Insurance: 45 pieces of coverage
Action Against Distraction: 85 pieces of coverage
Ontario Safe Driving Study: 238 pieces of coverage
Total: 739 pieces of coverage
• Exceed reach of Allstate Canada’s 2010 media relations programs by 10% (84,595,057 total reach in
2010) o 109,287,336 total reach for 2011, a 29% increase of total reach earned in 2010. Exceeded goal
by 17.4%
• Tone score of 80% positive or balanced o 100% positive or balanced. Exceeded goal by 20%
• ROI of 4 cents or less per contact o Less than one cent per contact ($0.003/contact). Exceeded goal by
92.5%.
• Increase by 10% in 2011 policies over 2010 o For proprietary reasons Allstate Canada does not release
details of the number of auto and home insurance policies it holds. However, we can confirm that
Allstate Canada had a 15.4% increase in the number of auto insurance policies between the period of
July 2009 to June 2010 and July 2010 to June 2011.
Increased engagement with Allstate Canada employees as measured by:
• Improve number of Allstate agency managers (who have been media trained) who participate in
media interviews or programs (12 agency mangers, 4 corporate spokespeople interviewed in 2010) o 15
agency managers, 3 corporate spokespeople interviewed in 2011 and an additional 5 agents who helped
with communication programs. Met goal with 66% increase in Allstate agency manager involvement in
programs.