February 08, 2012 09:00 ET

American Family Insurance Deploys Cutting-Edge Mobile Ad Campaign

Mojiva, the Mobile Ad Network and Mindshare Facilitates Insurance Provider's Strategic Mobile Campaign

NEW YORK, NY--(Marketwire - Feb 8, 2012) - Mojiva (, the mobile ad network that specializes in making "big idea," cross-platform mobile strategies come to life at scale, today announced a multi-execution ad campaign with American Family Insurance ( that emphasizes engagement and awareness with mobile audiences. The leading insurance provider offers auto, homeowners, life, health, business and farm/ranch insurance in 19 states. The campaign, which will run through February and is facilitated by Mindshare includes mobile web and app buys on the Mojiva network and is highlighted by a sponsorship with a leading social gaming application.

The innovative American Family Insurance mobile campaign has three key executions for targeting all consumers 21+ who are on-the-go and looking for insurance:

  • In-App Sponsorship - Through the highly integrated in-app sponsorship between American Family Insurance and a major social gaming application, players are alerted to a "word of the day" through Facebook and twitter profiles along with text and interstitial advertising in-app. Once the word is played, they are awarded with tips and tricks to help raise their scores when playing the game. American Family Insurance selected relevant words to elevate brand awareness while encouraging interaction.

  • Request a Quote - With consumer convenience in mind, American Family Insurance provided consumers with the ability create a calendar reminder to contact agents to request a quote at a later date. This execution encapsulates the focus on making insurance easy and accessible while also leveraging the multi-function capabilities of mobile.

  • Survival Guide - With recent extreme weather events, the survival guide execution provides consumers with tips on what to do during a natural disaster, which can be captured by using the phone's screen shot functionalities, to save for later. The ad unit gives consumers the ability to contact an agent for additional assistance. The intent of this rich media piece was to add value to the user experience and make it easy for them to take the next step in buying insurance.

"With this campaign, we worked with American Family Insurance to identify mobile as a key medium for engaging in-market consumers, because thinking about insurance and actively pursuing a quote can happen almost anywhere," said Christophe Dilworth of Mindshare.

"Mobile expands our campaign's reach and influence, while offering an effective way to target appropriate audiences," said Stephanie Oslie of American Family Insurance. "Because of mobile marketing's strong demographic and geographic targeting capabilities, we can identify consumers in need of insurance products and services with ease."

"We are seeing more and more companies from vertical markets such as insurance allocating a higher percentage of their media mix towards mobile as they begin to understand the potential reach, value and brand benefits of influencing target audiences on mobile devices," said Tony Nethercutt, General Manager of North America for Mojiva. "American Family Insurance and Mindshare are making mobile an important component of their campaign and being extraordinarily creative in both executions and strategy."

Crisp Media and Theorem Creations, who are members of the Mojiva Mobile Creative Alliance (, were selected to develop the three different rich media creative executions.

About Mojiva
Mojiva ( is a mobile ad network, which reaches more than one billion devices globally and represents 8,000 mobile publishers and apps. Through deep and open integration with all major rich media providers and ad servers, Mojiva provides ad agencies with every imaginable mobile media execution across mobile web sites, apps and devices. Founded in May 2008 and based in New York City, Mojiva is led by a team of advertising and media veterans from Google, Doubleclick, Yahoo!, Microsoft, AOL and AdMob, with more than 100 years of collective experience in mobile marketing and technology. Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., which has a total of $35 million venture funding from Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamrock Capital.

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