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MAKINGLIFE
UPSTREAM ADVERTISINGUNIVERSITY OF OREGON
EASIER
WE BELIEVE IN STATE FARM. We believe that they stand out from their competitors, and that the way they do business makes them better.
We believe in State Farm because we have immersed ourselves in their industry, learned about their culture, and talked to their consumers. We get it. But the important consumer group of independent young adults doesn’t understand yet.
Our goal is to help them realize that they want an advocate to make all aspects of insurance easier, and a State Farm agent can be that advocate better than any other insurance provider.
01
TABLE OF CONTENTS
03THE STRATEGYconnecting State Farm and the audience
05THE AUDIENCEwho we’re talking with
06THE STORYwhat we’re doing
07EXECUTION SUMMARYconnect, experience, inform
09VIDEO+RADIOintroducing the agent difference
13OUTDOORmeeting them where they are
15REWARDSproviding value and creating an experience
17CAMPUS TOURinteracting with students
19EVENTS+SPONSORhelping out
21PROMOTIONALSgiving good stuff to our audience
23WEB PRESENCEstreamlining the search for insurance
25STARTER KITkeeping our promise: making life easier
02
27MEDIA SCHEDULEplanning for may 2010-may 2011
29MEDIA BUDGETmaking stuff happen
31CONCLUSIONwrapping it up
32THE TEAMuo’s upstream advertising
THEY DON’T WANT TO WORRY ABOUT
INSURANCE
THE AUDIENCE NEEDS
STATE FARM’S AGENTS MAKE THE
DIFFERENCE
THE BRAND IS GENUINE,
APPROACHABLE, AND RELIABLE.
SF PROVIDES
WE
HAVE
TO
SHO
W T
HAT
THEY ARE INDEPENDENT
AND WANT RESPECT
THEY PAY FOR PERSONALIZED
VALUE
...IS INDEPENDENT AND WANTS RESPECT
As children, they were congratulated for their efforts instead of achievements. Therefore, they expect to be recognized and valued for their hard work.
They believe themselves to be capable and independent, so they try to solve problems by thinking logically and using the Internet. They don’t like to ask for help until there is no other option.
...PAYS FOR PERSONALIZED VALUE
The audience is price sensitive, but willing to spend a little more for recognizable value.
A brand is valuable if it understands the audience’s need for streamlined and specialized support. Automated answering services annoy them, so they will only call a company if they are confi dent that a real person’s help will be easy and valuable.
...DOESN’T WANT TO WORRY ABOUT INSURANCE
Insurance is part of a long checklist of responsibilities that the audience did not have to deal with before becoming independent. They want to take care of it quickly so that they can get on with the more exciting parts of their lives.
03
THE AUDIENCE
“I would rather pay a little more for better coverage”
BEN, 22
“I had blood squirting out of my calf from an axe. I took 45 thought, ‘is there anything I can do now?’ There wasn’t, so I had to ask my friends to drive 3 hours to the hospital.”
JEREMY, 21
THEY DON’T WANT TO WORRY ABOUT
INSURANCE
THE AUDIENCE NEEDS
STATE FARM’S AGENTS MAKE THE
DIFFERENCE
THE BRAND IS GENUINE,
APPROACHABLE, AND RELIABLE.
SF PROVIDES
WE
HAVE
TO
SHO
W T
HAT
THEY ARE INDEPENDENT
AND WANT RESPECT
THEY PAY FOR PERSONALIZED
VALUE
04
...IS DIFFERENT BECAUSE OF ITS AGENTS
State Farm is unique because agents facilitate every process. Because there is no 1-800 number, each conversation is specifi c to the customer’s unique needs. An agent’s involvement eliminates errors and stress when an insurance process becomes confusing.
State Farm agents are advocates. They think of their policyholders as people instead of numbers, so they work harder to make sure that problems are fi xed quickly and completely.
While other companies also use agents, their inclusion of online features makes the process less personal.
Companies that operate mostly online force consumers to sift through information or wait through automated menus to get the answers and assistance they need.
...HAS A PERSONALITY
The company presents itself as approachable, reliable, and genuine. These traits permeate every aspect of the company, from its internal communication to the way agents treat their clients.
STATE FARM
“State Farm agents are easiest to deal with because they always work quickly and make sure the car is fi xed right.”
JACK, GORDY’S BODY SHOP
“A rock hit my windshield, so I called my State Farm agent as soon as I could. She sent a repair man to my house and the windshield was fi xed the next day.”
COURTNEY, 23
“I called Geico to ask a question and the representative said that I could either look it up on the Web site, or she would read it to me off the Web site.”
JENNY, 24
05
When it comes to insurance, our audience is concerned with two separate situations. By recognizing the differences between Switchers and First-time buyers, we can create and deliver messages that are highly relevant to each individual.
State Farm can meet the needs of both groups better than any other insurance provider, but the audience doesn’t know that yet. They must understand that a State Farm agent is committed to making their lives easier.
First-time buyers have never had to search for insurance, so they know very little about it. When asked to recall insurance companies, they sing TV jingles, recite taglines, and reference cavemen, geckos, and brunettes in white aprons.
First-time buyers think that they should base their insurance purchase on price and coverage, but often don’t even know what coverage means. They begin their search by asking parents and friends for advice, then go online to research different companies. The buying process feels daunting, so they often just get price comparisons from Progressive and buy the cheapest policy.
The Switcher has already researched and bought her own policy, but is unhappy with the service that the company provides. The current provider is usually not effi cient, personal, or understanding enough during the claims process.
While Switchers are a little more experienced with insurance than First-time buyers are, their negative experiences create desire for a provider that is committed to making the claims process simple and effi cient.
THE AUDIENCE
THE FIRST-TIME BUYER
THE SWITCHER
“I don’t know anything about insurance, so I’m just going off the TV commercials” -BEN, 21, FIRST-TIMER
60% have never made an insurance decision, and will be First-time buyers.
“I had to explain the accident every time I talked to them, and it took months to get everything settled, so I switched providers.” –KRISTEN, 23, SWITCHER
06
We devised the following communications tactics to specifi cally target diverse segments of the audience -students, professionals, First-time buyers, Switchers, and other groups. While these groups differ in situation, their general insurance needs are the same: they want the process to be simple and easy.
This campaign shows the audience that State Farm and its agents are committed to making things easy. It bridges the gap between our consumer insights and the company’s values by encouraging consumers to demand complete, relevant, and straightforward answers. It demonstrates State Farm’s commitment with tactics that not only communicate value, but provide it. And it lives up to its promises with items that streamline insurance processes and create positive word of mouth.
In short, it encourages the audience to believe in State Farm.
OUR STORY
07
Show them that State Farm knows how to help, and wants to be the one to do it.
Interact with the audience where they already are and make everyday life a little easier.
Prove that State Farm is the best at what they do. Streamline insurance processes and offer straighforward information from the start.
08
CONNECT
EXPERIENCE
INFORM
09
CONNECT: VIDEO+RADIO
PANDORA ONLINE RADIO
A State Farm agent is like Pandora, except better. Pandora tries to understand what you are looking for and deliver what you need, but every once in a while Britney Spears will come on faster than you can click the thumbs-down button. A State Farm agent doesn’t need a thumbs-down button because she is a real person, not a computer.
We will place radio ads that draw these paralells on Pandora stations that are popular with our audience. The ads will by accompanied by State Farm side panels and links to the Web site.
10
SETTING A BROKEN ARM (left)There are some problems that you just can’t fi x with instructions from the Internet, and a broken arm is one of them. The characters in this video are apprehensive about what to do, and any mistake will result in a very unhappy friend. They try to set the arm anyway, even though it should clearly be done by a professional.
Setting a broken arm and settling an insurance claim can both be risky; a mistake could result in additional harm. Therefore, it is better and easier to let a real person, like an insurance agent, help you deal with the problem.
The commercial is geared towards the male portion of the audience and will appear in Adult Swim and similar comedic programming. It will also appear on Hulu and in the Youtube and Vimeo channels.
A version will also be produced in Spanish to appear on Univision.
AM I PREGNANT? (right)
In some cases, a real person is the only way to get complete, reliable answers. The characters in this commercial are trying to fi nd out whether or not the woman is pregnant, but the informtion from the Internet is confusing and irrelevant.
The situation introduces the idea that straightforward and personal information is important, and only a real person can offer it..
The commercial will appear on network television, in programming that is geared towards women on the older end of the age bracket. It will also be featured on YouTube and Vimeo channels.
11
SHOES AND LIGHTER (right)
Sometimes even simple things — like lightning candles or fi nding the right pair of shoes — can be stressful without right tools. A good roommate, like a good insurance agent, has everything you need to make diffi cult processes easy.
LEARNING FOOTBALL WITH YOUTUBE (below)
Sometimes it’s just easier to have a real person take you through the steps of something complicated than it is to learn it yourself. The character in this commercial is trying to learn to thow a perfect spiral by watching a Youtube tutorial. Without someone to personally show him how to do it, he has trouble getting all the steps to work together perfectly. Like the perfect throw, buying insurance and making claims can be complicated. It helps to have someone who knows you to explain and facilitate the processes.
The commercial is geared towards male young adults, and will appear in comedy and sports programming.
VIDEO CONTINUED
12
TENNIS AND BASKETBALL BALLBOYS (left)
In sports, as in life, it’s great to have someone do the grunt work so that you can focus on the things that are more fun. It’s even better when that person really loves what they do. This video uses a mockumentary style to follow ballboys who are committed to their job and to the value that it provides to others.
The superior ballboy is like a State Farm agent because he loves to do the things that no one else wants to do because he knows that it makes life easier for others.
The video will be featured in sports-related television programming, lighthearted shows on Hulu, and the Youtube and Vimeo channels.
EVALUATION: Nielsen Ratings
13
CONNECT: STREETINTERIOR BUS, EXTERIOR BUS AND WALLSCAPES (this page)
These outdoor print advertisements extend the concept that there are some things that you just shouldn’t do without a real person. They will appear on the exterior and interior of urban busses, as well as on urban and campus walls. Each outdoor ad will reach over 4,000,000 people within our intended audience and have a high frequency.
MAKING YOUR LIFE EASIER BY BEING
YOU WOULDN’T WANT A COMPUTER TO BE YOUR
OBGYN.
REAL PEOPLE.
YOU WOULDN’T WANT YOUR COMPUTER TO BE YOUR DOCTOR
YOU WOULDN’T GO ONLINE FOR HOME REPAIRS.
WHY GO ONLINE FOR INSURANCE?
MAKING YOUR LIFE
EASIER BY BEING
REAL PEOPLE.
14
TODAY
RIGHT NOW8:13 AM
HEREHIGH: 65LOW: 45
3.28.2010
MAKING YOUR LIFE A LITTLE EASIER.
CHARGINGSTATION
CHARGE UP.
MAKING YOUR LIFE A LITTLE EASIER.
TRANSIT SHELTER: TIME DISPLAY (right)
Even the most basic information can make someone’s life a little easier. By offering the time, date, and weather on urban bus shelters, State Farm helps people throughout their day.
TRANSIT SHELTER: CHARGING STATION (above)
For our audience, few problems are less stressful than a dying phone or ipod battery. With these bus shelter installations, State Farm provides an impor-tant solution that lets our audience stay connected and get on with what they need to do.
CAMPUS TUNNEL (left)
In cold climates, we will provide a tunnel in a well-traffi cked area of campus to keep students warm and dry on their walk to class.
EVALUATION: Reach and interactions with OOH installments and services will be measured with “Eyes-On Audience” Measurement and Service Use.
15
EXPERIENCE: REWARDS
To make State Farm’s consumers’ lives easier, we will continue to provide value in every way we can. The Rewards Program, an update to the Pocket Agent app, uses geotagging technology to notify consumers of State Farm-sponsored benefi ts in their local area.
Consumers who do not have smartphones can also use the rewards program by printing coupons that are available on the State Farm Web site.
State Farm will offer some of the rewards on a national level. Agents will also offer personalized rewards by partnering with local business to offer free or discounted goods and services to their specifi c clients.
Agents will use the Rewards application to notify consumers of community events, including those sponsored by State Farm.
Continuously providing additional value to the consumers will strengthen their relationship with State Farm. The benefi ts will also work as incentives for prospective customers to choose a State Farm policy.
EVALUATION: Download/usage data provided distribution services and opinion/usage surveys.
16
Restaurants recommended by agent Janet Smith
Chez Louis - Eugene
Mike’s Diner - Spring�eld
El Pollo - Spring�eld
Co�ee Star - Eugene
Dog House - Spring�eld
Sunshine Cafe - Eugene
Sweet Tooth - Eugene
3.6 mi
3.8 mi
4.1 mi
4.7mi
5.0 mi
7.6 mi
9.2 mi
Chez Louis - Eugene 3.6 mi Restaurants recommended by agent Janet Smith
Chez Luis - Eugene
Mike’s Diner - Spring�eld
El Pollo - Spring�eld
Co�ee Star - Eugene
Dog House - Spring�eld
Sunshine Cafe - Eugene
Sweet Tooth - Eugene
Spring�eld agent Kelly Smith wants to give
you a free cup of Star-bucks co�ee.
17
EXPERIENCE: CAMPUS
MAKING LIFE EASIER
BY BEING REAL
PEOPLE.
(FREE STUFF DOESN’T HURT EITHER)
We will conduct a campus tour during the spring to reach the student population of our audience. The tour will visit the three most populous universities in each State Farm sales zone, creating an opportunity for 942,585 total impressions. The goal is to interact with 10% of the students on every campus.
On each campus, a booth will be central to the tour events. Tour employees will be there to answer questions, hand out promotional items, and represent the brand. Agents will also be encouraged to attend.
We will use electric golf carts to offer a free taxi service. Students can text their location to recieve a ride 24 hours a day.
Campus tours will be preceeded by outdoor ads to notify students of the tour. The Rewards app will inform current consumers of the tour’s presence and benefi ts of attendance.
By providing services that are valuable and easy to use, we encourage their participation in the event while reinforcing our message.
18
SPINME
EVALUATION: Event attendance, atmosphere, news and social media feedback, and number of policies purchased by targeted audience will determine success.
SPF + H2O
MAKING LIFE EASIER
SPF
19
EXPERIENCE: EVENTS
SOFTBALL
Parks and recreation softball leagues are popular among the urban young adult market. State Farm will partner with these leagues to build a friendly relationship with young adults outside of college campuses.
At every softball event we will have a booth to provide water, chapstick, and other items that will be useful to the softball players.
Players will have uniforms that are branded consistently with the campaign.
20
DEAR CUSTOMERS,
STATE FARM CUSTOMERS:
CONCERT TICKETS, RESERVED PARKING (right)
Our audience loves going to concerts, but sometimes those events can be more stressful than they should.
We will reserve VIP parking lots at popular events in the three largest cities in each sales zone.
We will also give away 100 free tickets per event to consumers in our audience. The Rewards program will notify consumers of the promotion, and agents will distribute tickets on a fi rst-come, fi rst-serve basis.
The event will reinforce the Making Life Easier message for current consumers and reach 15,000 additional concertgoers.
FREE COFFEE DAY (left)
We will sponsor a coffee shop in six urban cities three times per year. Anyone can come into the coffee shop for a free cup of drip coffee during the designated days.
Although the event will be open to everyone, current consumers can use the Rewards program to enter a separate, shorter line.
Giving consumers something that they’ll use every day communicates our message and shows that State Farm is committed to providing value in each way that it can. The separate line for State Farm customers showcases the unique values of a State Farm agent.
LADY GAGA
LIVE IN CONCERT
ROSE GARDEN
SAT MAY 29 2010 8:00
LADY GAGA
LIVE IN CONCERT
ROSE GARDEN
SAT MAY 29 2010 8:00
ENJOY THE SHOW.
WHEN LIFE IS EASY,YOU HAVE MORE TIME TO GO
TO CONCERTS.
EVALUATION: Event attendance, atmosphere, news and social media feedback, and number of policies purchased by targeted audience will determine success.
21
EXPERIENCE: PROMOS
Various State Farm-branded promotional items will be handed out at every event. The items are not only a medium to raise awareness of the brand but also a key part of our message.
Each of these items is useful, and something that members of our audience will be inclined to keep and use in their daily lives. The audience will interact with the brand every time they use these items which could last for months.
By offering useful, free items, we show our audience that State Farm understands what they need and knows how to give it to them.
EVALUATION: Amount of items distributed, and surveys about opinions and use.
22
MAKE
ISLIFE
EA SA SA IER..
MAKING LIFE
EASIER
hand sanitizer
Life-Freshener
MAKE LIFE
BRIGH
T
Redeemable for $50 at your campus bookstore.
SO HAVE ONE ON US.Redeemable for $5 at any Starbucks.
SO HAVE ONE ON US.
COFFEE MAKES LIFE EASIER.
MAKING LIFE EASIERSO YOU HAVE MORE TIME TO FLY.
MAKING LIFE EASIERSO YOU HAVE MORE TIME TO FLY.
23
INFORM: WEB PRESENCE
Researching insurance policies online can be daunting, especially for the fi rst-time buyer. Simplifying the home page of Statefarm.com will help the audience fi nd the information they need easily and quickly.
Tabs that are specifi c to the audience’s needs will point them in the right direction, and a live chat will immediately connect them to a local agent.
FIRST-TIMER MICROSITE (above)
The best way to turn a fi rst-time insurance shopper into a State Farm customer is to make the buying process simple. We will link a microsite for fi rst-time buyers to the State Farm home page to clearly explain the most relevant information. The microsite will be a Web site that discusses insurance basics and explains the value of an agent.
24
MICHAEL COULBOURNE
CUSTOMERREVIEWS
from Lawrence G, Eugene, ORMarch 2, 2010 9:52 pm
Last month, I got in a pretty bad accident with a bus.. I was alone and it was late at night. The accident was pretty bad.I didn’t know what to do and my parents weren’t answering. So I called my agent. Michael came to the scene within 10 minutes. He was there to help me call the tow truck, deal with the police, to wait with me until I got ahold of my parents. He even gave me a ride home. I am so glad I had him that night. My claim has already been settled and it hasn’t even been one month. Michael really cares about people. I’m tell ing all my friends to switch to State Farm.
CONTACT MICHAEL LIVE CHAT
REPORT A
CLAIM
Santa Ciara Sq. Shopping Center65D Division AvenueEugene, OR 97404
phone: 541.689.1799toll free: 877.889.1799fax: 54.689.9906
Follow @CoulbourneInsurance
Another day, another claim, another problem solved. 2 hours ago
Helping @James_R2D2 with his renter’s insurance. Stolen laptop? No problem! 12 hours ago
ACCESSYOUR
ACCOUNT
ABOUT MICHAEL
likes: - surfing - his family & puppy - gardening
dislikes: - being put on hold - pop up ads - watermelon seeds
AGENT PROFILE
Members of the audience need to trust State Farm before theu inquire about policies. Interactive, approachable and cohesive agent profi les will encourage potential customers to take the next step and call or live chat with an agent.
We will produce agent profi les with clean, cohesive, professional pictures of each agent, and a video of an interview. The video will allow the audience to become more familiar with the agents. Content will relate to the agent’s community involvement and commitment to his customers. Videos that connect agents to the community will lend genuineness and familiarity even before the fi rst point of contact.
AGENT TWITTER (right)
Every agent will have a personal State Farm-branded Twitter account. This allows agents to connect directly to their customers to better understand who they are and what they care about. Agents can update their followers about events, offer insurance tips, and deal with individual concerns.
Agents will not follow their clients without permission and will not direct message any client unless they are answering an individual question.
AGENT TRAINING
The changes in communications and operations may require agents to use unfamiliar technology. We recommend explaining the basics of using Twitter, live chat and the agent profi le during agent training.
EVALUATION: Click-throughs to microsite and amount of time spent on site as measured by ComScore.
25
INFORM: STARTER KIT
MAKE
AUTO POLICY STARTER KIT
State Farm agents will provide their new auto policy holders with a Starter Kit that clearly explains and facilitates the claims process as well as items that make life easier.
The starter kit’s “In Case of Emergency” waterproof manila envelope will fi t in a glove box and have everything a person needs when they get into an accident. The folder will have a spot for the insurance card and the agent’s business card. It will also have a pad of information sheets for the customer to fi ll out in case of an accident.
The starter kit ensures that in case of an accident, the consumer will have clear guidelines of what to do. Just having it in the glove box will give the consumer confi dence in State Farm.
26
HOUSE KITS
Few young adults know about the benefi ts of renters insurance, even though the vast majority rent their residences. We will give property managers starter kits to hand out to new tenants when they sign their leases.
The kit will explain the importance of renters’ insurance and include a USB drive with tools to streamilne claims processes. We will provide a blank claims form that can be fi lled out and emailed directly to an agent along with pictures from a cell phone or digital camera. The USB drive will also have extra space so that the consumer can continue to use it.
EVALUATION: Amount of items distributed, and surveys about opinions and use.
MAY JUNE JULY AUGUST SEPTEMBER1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
THE MEDIA SCHEDULEOCTOBER
CONNECTVIDEOS
Network TVCable TVHulu.com
Pandora.com
Exterior BusInterior Bus
Transit StationsUrban Outdoor
Campus OutdoorTunnel
STREET
EXPERIENCEREWARDS
Mobile ApplicationCAMPUS TOUR
BoothGolf Cart Taxi
EVENTSSoftball
Concert TicketsFree Parking
Promotional MaterialINFORM
WEB PRESENCEWebsite
MicrositeTwitter
Agent TrainingSTARTER KIT
Auto PolicyRenters
27
YouTube / Vimeo
28
NOVEMBER DECEMBER JANUARY FEBRUARY MARCH27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
APRIL
CONNECTVIDEOS
Network TVCable TVOnline TV
Pandora
Exterior BusInterior Bus
Transit StationsUrban Outdoor
Campus OutdoorTunnel
STREET
EXPERIENCEREWARDS
Mobile ApplicationCAMPUS TOUR
BoothGolf Cart Taxi
EVENTSSoftball
Concert TicketsFree Parking
Promotional MaterialINFORM
WEB PRESENCEWebsite
MicrositeTwitter
Agent TrainingSTARTER KIT
Auto PolicyRenters
YouTube / Vimeo
29
THE MEDIA BUDGET
TOTAL BUDGET: $38,727,132.62
TV+PRODUCTION $9,315,000Video Production $1,065,000Network Spots $Cable Spots $ONLINE TV $1,200,000Hulu.com $1,200,000YouTube.com $0.00Vimeo.com $0.00ONLINE RADIO $1,200,000Pandora.com $1,200,000OUTDOOR $9,267,979Transit Shelter $6,265,726Interior Bus $56,370Exterior Bus $2,160,850Urban Outdoor $777,150Campus Outdoor $Tunnel $7,883REWARDS $20,000App Rebuilding $20,000
CAMPUS TOUR $315,870Service Fees $95,760Rentals and Transport $104,910Production $115,200SOFTBALL $47,040Sponsorship $9,900Event Costs $37,140OTHER EVENTS $4,935,200Free Coffee Sponsorship $1,904,000Concert Tickets $900,000Free Parking $2,131,200PROMOTIONS $5,300,127[155,014 EACH]Stapler $337,930Paperclips $299,177Pen $137,962Reusable Grocery Bag $463,491Mints $210,819Chapstick $153,463Gym Backpack $254,222Mini Screwdriver Set $251,122Mini Swiss Army Knife $297,626
Bandages $58,906Towel $313,129Sticky Notes $58,906Hand Sanitizer $100,860Pencils $27,903Flashlight $142,612Coffee Sleeve $460,392Aluminum Water Bottle $463,492Whistle + Light $105,410Gift Card $775,070Air Freshener $57,356Frisbee $97,658Wayfarer Sunglasses $232,521WEB PRESENCE $15,000Website Update $0Microsite $15,000Twitter $0Agent Training $0KITS $7,111,15Auto Policy $5,227,888New Renters’ $1,883,227
30
3.10%ONLINE TV
3.10%ONLINE RADIO
23.93%OUTDOOR
.05%REWARDS 4.92%FREE COFFEE
7.83%CONCERT+PARK
.12%SOFTBALL
13.69%PROMOTIONS
.04%WEB UPDATE
13.5%AUTO KIT
4.86%RENTER’S KIT
1 =$13,888.89 CONNECT EXPERIENCE INFORM+ +
AS THE CAMPAIGN DEVELOPS, it will change the way the audience thinks about insurance. First-time buyers will not feel lost when researching insurance com-panies, and Switchers will know where to look when they need an advocate. And as State Farm agents continue to provide optimal value to all of their con-sumers, the brand’s position as a leader will grow among all age groups.
This campaign makes a difference because it is straightforward. It doesn’t try to make people care about insurance when they don’t want to, and it doesn’t represent State Farm as something that it isn’t.
The campaign demonstrates that State Farm understands the audience’s needs and is committed to filling them. The tone and media tactics show a brand personality that is helpful, committed, and non-judgmental — exactly what our audience values in a service brand, and exactly what State Farm agents are.
31
32
team page:
emily k: account manageremily down: creative directormaggie: media planneralex: media plannergeoff: account plannercarson: media internmichelle: media plannerkaleigh: creativeariel: creativemelissa: account plannerhayley: account plannerisaac: creative
