BUZZ NEWS

Allstate Garage: Customize your motorcycle

Posted on May 12, 2008
Roland Crepeau

The American insurance company AllState has launched AllState Garage, a website in which you can customize your own motorcycle (virtually, of course).

The rich media site has been beautifully developed and boasts an online application that allows you to customize your own motorcycle. In 12 steps biking fans can design and create their dreams by choosing between different frames, wheel sets, front-ends, handlebars… Rich in detail, the site is a treat for the eye, even for non-bikers.

Allstate however did not forget the communication aspect of this fun and playful site. At each step they cleverly inserted a subtle but clear commercial message. When choosing the seat for example it reads: “Allstate offers Guest Passenger Liability with every policy.” Although they are hard to overlook, these messages are unobtrusive and don’t spoil the fun.

The site then also offers an application to plan a ride through the USA based on API Google Maps, an event calendar for bikers, safety tips, a “garage TV” providing a lot of interesting content, again evidently directed to bikers… Last but not least you can make a real life appointment with an insurer in one of the company’s subsidiaries.

AllState has shown a great commitment to this site and even posted a picture of its employees with the headline: “Our agents don’t just write motorcycle policies, they ride motorcycles!”

Usually, designing interesting communication for motorcycle insurance is not an easy task. Allstate has proven that it is possible and created some really constructive content. Always with its target group in mind, the company has come up with a tailor-made solution and been able to get closer to its (potential) clients.