If you’ve noticed that Allstate, the national insurance company based in Northbrook, Ill., has been using Arkansas-specific advertising in the state, you’ve picked up on a recent trend.
The Arkansas mosquito talking in Allstate’s “Mayhem” radio ads isn’t voiced by Dean Winters, the actor in the national Mayhem commercials on TV. However, the ads are created specifically to appeal to Arkansans.
Jonathan Ruchman, senior regional marketing manager for Allstate’s Southern region, said the insurer began using the targeted advertising in Arkansas in May and will continue to do so through the end of 2012.
The targeted advertising appears or is aired on outdoor, radio and Pandora radio venues.
“Our agents are independent business owners, so they’re independent contractors. … They’re business owners in their local communities,” Ruchman said. The goal with the ads, then, is “to reinforce that we’re not just some national chain. Arkansas is a very, very important market to us.”
Allstate isn’t running local ads in every state, but Arkansas isn’t the only state that is getting them, Ruchman said.
Ad agency Leo Burnett in Chicago creates Allstate’s local advertising messages.
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