PROBLEM - in 2013, American Family Insurance (AmFam) was searching for new opportunities to drive awareness, consideration and lead generation in the state of Wisconsin. Zach was challenged to provide a solution that met the brand’s goals and expectations.

SOLUTION - the NFL’s Green Bay Packers were searching for partners to support the development of Lambeau Field’s new East Atrium Gate. The gate - open 24/7/365 - serves as the main entrance to Lambeau Field and the team’s pro ship and features a 60-foot steel Lombardi Trophy. In 2014, in coordination with AmFam and Packers leadership, the parties finalized a category exclusive, 10-year partnership.

Acting as AmFam’s agency of record, Zach designed AmFam’s strategic plan, negotiated its long-form agreement and developed turnkey experiential programming. AmFam became the “Official Insurance Partner of the Green Bay Packers”, received naming rights to the new gate and several high-profile signage positions including the team’s tunnel cover and away game media backdrop. In addition, Zach created and AmFam received entitlement to DreamDrive - an enhanced bike tradition from the Lombardi era held during Training Camp.

ROI - within two seasons, AmFam’s lead generation derived from Packers activations increased over 1,110% and AmFam became a top five partner in terms of brand awareness amongst Packers fans.