A lot of millennials roll the dice and skip renters insurance. Why? They think they don’t have a lot of stuff. But they have more than they realize. Stuff their landlord isn’t responsible for. Stuff that would cost a lot to replace. Stuff, as it turns out, our target is pretty emotionally connected to.

So we took the focus off the policy and put it on all their great stuff. Talking about how much they really have and how not-awesome it would be to have to replace it all without insurance.

From NYC specific subway ads, to a fun board outside an apartment building by the High Line, to social and digital that targeted Millennials by specific interest, we asked everyone to show their stuff some love by protecting it with Allstate. And we did it in a voice they could relate to. “Ugh. Forms.” Was a headline during sign up.