Alfa had already earned the attention and affection of Alabama fans. The challenge wasn't introducing the brand, it was keeping that connection fresh. In a category where most advertising quickly becomes repetitive, Alfa needed a new way to remind people that behind every policy is a company that understands the ups and downs people navigate on game day and beyond.

The insight was simple. The best time to remind someone you have their back is when they already know what it feels like to need it.

Alabama football fans don't just watch the game. They feel it in their gut. The final minutes of the fourth quarter. The moment when everything's on the line and you need someone in your corner. The Hail Mary that saves cinches the win. That tension is the same tension people feel in real life when things get hard. And that's exactly what Alfa Insurance is built for: being there, during every nail-biter, no matter what.

ThreeSixtyEight developed a television and social media campaign featuring Alfie, Alfa Insurance's beloved brand character, during Alabama football season. The spot used a familiar game-day scenario to demonstrate Alfa's brand promise: showing up when people need support most. By connecting football tension with everyday life moments, the campaign reinforced Alfa's positioning as a trusted insurance partner while extending the reach of its existing brand platform.

• Earned more than 271,000 YouTube views and generated organic audience engagement that extended beyond paid media placements
• Continued awareness of and engagement around Alfie, Alfa Insurance's flagship brand character
• Reinforced Alfa's brand positioning among Alabama football fans
• Demonstrated how character-led storytelling can drive insurance brand affinity