CHALLENGE:
With a footprint spanning the nation—yet still not national—American Family Insurance needed a multi-year vision for sponsorships that could deliver strong brand consistency while also maximizing individual partnerships and potential.
SOLUTION:
- After selection as AOR in 2020, rEvolution engaged in a multi-year overhaul of activation and creative for AFI’s partnerships in sport and lifestyle, including entitlement of the Milwaukee Brewers’ American Family Field; presenting kit partners with Atlanta United, NFL and MLS in Seattle; and title partnership of Summerfest Music Festival in WI (and plenty of partnerships in between).
- We reshaped activation to align all work to the brand themes of Dreams and Protection – unified creative vision that delivered consistency of look, feel, message, and consumer experience.
- The recognizable “red roofline” within the American Family Insurance logo became an actual three-dimensional staple of all activation structures, turning the idea that Life’s Better When Your Protected Under the AFI Roof into a real experience.
- Expanded MLS partnerships from one to four (with a targeted approach that considered a number of passion points) to leverage direct relevancy to growth audiences.
- Created original sponsorship assets in MLS including the “All City Cups” – a series of competitive events celebrating youth soccer and the communities surrounding them.
- Continued existing ambassador relationship with MLB pro Christian Yelich while identifying and securing relationships at varying levels for additional pro-level talent, musicians, and more.
- Championed the development of the American Family House at Summerfest into one of the best- loved stages at the event – welcoming in headliners to an intimate space and providing a VIP experience to all attendees.
