American Family Insurance has launched a new mobile advertising campaign targeting tech-savvy young adults who are looking for insurance.

American Family Insurance indentified mobile as a key medium for engaging in-market consumers who are thinking about insurance and actively pursuing a quote using their mobile devices. The mobile campaign includes in-app interstitial ads and mobile Web advertising through the Mojiva network.

?American Family?s digital strategy is to provide tools and resources that allow consumers to engage with the American Family brand in a meaningful way,? said Christophe Dilworth, Chicago-based manager at Mindshare.

?Mobile is an extension and allows us to expand our reach across the mobile landscape,? he said. ?It is about raising awareness and being there when they need insurance.?

Buying a first car
American Family Insurance worked with Mindshare to take advantage of mobile marketing?s strong demographic and geographic targeting capabilities to identify consumers in need of insurance products and services. These are consumers who are reaching a point in their lives when life-changing events frequently take place, such as buying a first car or moving.

The campaign consists of three executions with an emphasis on building engagement and awareness in mobile audiences.

Some of the creative began running in the fourth quarter. The rest is appearing now for the first time.

The first execution is an in-app sponsorship for a social gaming application. Through the sponsorship, players are alerted to a ?word of the day? through their Facebook and Twitter profiles as well as text and interstitial in-app ads.

Once the word is played, users 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.

A request a quote ad unit lets users create a calendar reminder to contact agents to request a quote at a later date. With consumer convenience in mind, the ad unit was designed to make insurance easy and accessible while leveraging some of the capabilities of mobile.

There is also a rich media ad unit that lets users view and save a survival guide with tips on what to do during a natural disaster. Users can also contact an agent for additional assistance.

The campaign will run through April.

American Family Insurance offers auto, homeowners, life, health, business and farm insurance in 19 states.

While American Family Insurance has been active in mobile advertising for some time, this is the first time it is working with Mojiva to deliver ads across its network.

American Family Insurance has plans to expand its mobile strategy in 2012.

"In 2012 American Family Insurance?s mobile approach is an always-on strategy,? Mr. Dilworth said. ?The brand wants to reach tech savvy and younger audience that are currently reaching life-changing events.

?It is about being there when they realize they need insurance ? reaching them before they are bonded to a competitor,? he said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York