Allstate rang in 2016 with a new marketing campaign designed to encourage clients to get customized coverage for do-it-yourself home improvement projects.
Dubbed “Mayhem DIY,” the television commercials use four real-life stories about do-it-yourself project failures as inspiration. Allstate, the nation’s largest publicly held personal-lines insurer, said the campaign are broken down into a series of 30-second and 60-second TV ads featuring its Mayhem character as he reenacts those stories.
Accounts included in the campaign range from a women who found her bathroom flooded in water due to a malfunctioning toilet tank, to a father who drilled a hole through the bathroom wall, leading to a burst pipe. The actor who portrays Mayhem reenacts the accounts in order to show how an insurance agent can help customize clients’ homeowner’s coverage, Allstate said.
Initial teaser ads aired on Dec. 31 and then again on Jan. 1 during the 2016 Allstate Sugar Bowl. They’ll run during select bowl games through Jan. 11, Allstate said.
As well, Allstate wants the general public to vote at MayhemDIY.com and on Twitter for which teaser ad they want to run in its entirety during the National Championship Game on Jan. 11. There will also be cash and other prizes, including tools similar to those used by subjects in their failed DIY projects.