Encompass Gets Revolutionary

CHICAGO-Leo Burnett uses the American Revolution as a metaphor for independent insurance in its first campaign for Allstate Insurance property Encompass.

Encompass, which was formerly CNA Personal Insurance, is offered through independent insurance agents rather than through Allstate agents.

That independence and the spirit of those who use independent agents gave the campaign its strategy, said Jeanie Caggiano, vice president and creative director at the agency.

“We thought if we were going to give the consumers independence from typical insurance, we should give them independence from typical insurance advertising,” she said.

The print campaign, which breaks in April magazines, has images and rhetoric associated with the Revolution. One features an illustration of George Washington crossing the Delaware in a boat full of electronic equipment. “A Declaration of Independence for your stuff,” reads the headline. The campaign is tagged, “Liberty, justice and really good insurance.”

Allstate acquired CNA in 1999. CNA’s spending was $5 million in 1999, according to Competitive Media Reporting. Spending will be higher this year, said Patti Bloomfield, senior vice president and account director at Burnett.