state farm plans book ucla 2010
TRANSCRIPT
University of California, Los AngelesAdver tising & Marketing Team 2010
University of California, Los Angeles | Adver tising & Marketing Team 2010
Creative Strategy
Executions
That’s It Print Ad
Pocket Agent
Sports & Videogames
Road Trip Phone App
Introduction
2
Other Executions
Media Overview
Media Rationale
Conclusion
Title Page
Table of Contents
Research and Planning
Cultural Climate
Brand Essence
Target Mindset
Intro
Executive Summary
Research Methods
Market Landscape
Target Mindset
Media Plan
Rollout and Budget
Partnerships
Credits
Brand Positioning
Creative Strategy
That’s It Commercial
thatsit.com
Educational Executions
Other Executions
Table of Contents
02
04
06
08
10
01
03
05
07
09
11
24
26
28
30
25
27
29
31
12
14
16
18
20
22
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23
Young adults especially have trouble fi ltering out the right agency to cater to their specifi c needs. They think,
“Wouldn’t it be swell if the entire process of selecting the right company, the one, was as simple as pointing at
a company’s name and confi dently stating,
“ that’s it. ”
Well, that’s it. It’s that simple.
Our campaign posits State Farm as the one insurance company that young adults can willingly embrace
and settle on without second thought. At such an exciting transitional age, the act of getting insured tends
to occupy lazy space behind other immediate priorities. State Farm compensates for this shortcoming by
understanding that life certainly does not always unravel as planned. But rest assured, State Farm will be there
to expel all the headaches and hassles when bumpers, burglars, carelessness, and airbags come out to play.
With an unparalleled agent-based model, young adults will not be relegated to asking “...that’s it?” when
searching for a warm, dependable, human voice and instead receiving an exuberantly electronic voice.They
will be greeted with an eagerness to help, characteristic of the friendly neighbor you remember growing up.
The insurance industry:
a ubiquity of voices, each promoting a set of self-declared perks to an increasingly indiff erent audience.
3
Executive Summary
State Farm is the leading insurance agency in an extremely competitive market
place. It holds 17.6% of the market share and insures 1 out of every 4 cars to over 40 million drivers.
State Farm’s Good Neighbor service philosophy has fostered the company’s legacy since 1942. The
company’s commitment to quality service has unfaltered, but young adults entering the next stage
of independence are more interested in companies that market themselves as affordable, quick, and
easy and avoid the confounding topic of insurance. State Farm must set the benchmark for quality
insurance by building on its valued agent-based model and improving service and accessibility with
new technology.
To ensure long-term success, State Farm must begin to attract and retain the
estimated 33-million Young Adult population. Young Adults are found to be the segment of the
population that most frequently shops for insurance. However, Young Adults have a sense of
overconfidence and invincibility. When that is paired with confusion about insurance, trust issues
with corporations, and little money in their pockets, Young Adults are quick to dismiss insurance as a
frivolous, pointless expense. State Farm must reverse this dismissive attitude and show them State
Farm is the company that truly understands their needs.
We call our target audience of 18-25 year olds the ‘Convergents’. They hold steadfast to
their opinions and standards, but are willing to change if a more logical approach persuades them to.
About half of them pay 50% or more of their living expenses. Also, 60% are college students and 56%
work full-time. The majority reported that their parents chose their insurance company for them
and that they wouldn’t even know where to start if they had to choose. For those who do choose their
insurance, price is the biggest priority.
Our campaign goals are to:
• Raise brand awareness among Convergents by 12.5%
• Increase Auto Insurance sales by 3 percentage points in the 18-25 year old market.
• Boost sales in Renters Insurance by 3 percentage points, as a stepping stone for Convergents.
The key benefit of State Farm insurance for Convergents is that it protects their essential things in the most convenient way possible.
As a generation characterized by individualism, Convergents purchase things that reflect their priorities and manage their lifestyles.
They do not buy much so what they do buy matters. Secondly, when unexpected problems arise, Convergents feel vulnerable and
incapable of handling the situation themselves. State Farm benefits Convergents by being the helpful ‘neighbor’ they can turn to in
desperate situations.
Convergents persist in resolving their difficulties by searching for a reasonable solution. Our creative strategy is based upon the
profound moment one has when finally resolving a need-- the moment you figure it out and say, “that’s it.” With this approach, we
frame State Farm as the wisest solution to unwanted problems, because it provides the best, most accessible services. The “that’s it.”
campaign showcases State Farm’s priority of eliminating inconveniences by providing quality insurance.
We understand that the internet plays the biggest role in Convergents’ day-to-day living, as the prime source of information,
entertainment, and social connection. To truly be the best insurance option for Convergents, State Farm must optimize technological
tools as a means for simplifying insurance, as a process and a service. The “that’s it.” campaign employs real web tools to achieve this.
Moreover, several executions utilize the internet for promotion and prompting online dialogue about State Farm.
Our campaign also stresses that Convergents care what kind of company they are supporting with their purchase. Several executions
involve State Farm supporting youth initiatives or providing Convergents with tools to help them be successful. We employ public
relations strategies and viral tactics to maximize the exposure of these executions. Moreover, Convergents will be the most receptive
to messages within their environment. All of our executions integrate the State Farm message into Convergent lifestyles and
environments, be it on the web, on print, or at events.
“ ”Our customers’ needs will
determine our path.
— State Farm Mission Statement
4 5
Research and Planning
“ ”
“ ”
Cultural Climate
During a 5 month time span, Adteam2010 implemented and conducted comprehensive yet succinct research to redefi ne the way 18-25 year olds perceive, distinguish and interact with the insurance industry. The following research methods establish our conceptions of the “convergent” individual, allowing us to strategize our executions to maximize
effi ciency and congruency while maintaining awareness of our target values.
1 in 5 Americans Tweet
Inferential Statistical Analysis
Sympathetic Research
Creative Research
On Demand World
When Good Enough is Great
Obama’s Grassroots Approach
Gen Y: Conscientious
Cultural Take-aw ay:
Reality R x
Back to Basics
Positivity > Realism
The Obama Ef fect
In these troubled economic times, consumers seek
temporary distractions, comfort and support.
Americans have adopted the
“We can do it”
attitude to their own lives.
Avatar grossed over
$77 million
in its opening weekend
– Box Offi ce Mojo
Campaign included social-networking site
with features like “Create Your Own Obama
Group”. Obama encouraged user-generated
content, such as Will.I.Am’s “Yes We Can” viral
video, which achieved 6 million Youtube views
without media funding.
Dr. Phil’s ratings have dropped while more
the more chipper Ellen Degeneres Show
has risen.
Ellen
Dr. Phil’s
of the Generation Y feel the
gravity of world events is causing
them to get involved.
–AdWeek. 02.2010
Donations to Haiti via text
messages surge past
$55 million
— Tech Crunch 01.2010
The Video game industry posted
$5.53 billion
in 12.2009.
—bnet.com
17 %
27 %
Technology has made us hyper-connected
individuals.
We have 24/7 access to information and
each other.
The power is with the
consumer. Marketers and
retailers are scrambling to
keep up with her
—Procter & Gamble
“Less expensive comfort foods and
classic brands- think Kraft Mac and
Cheese…are doing bang-up business…”
— Chicago Tribune
Last year Skype added nearly
38 million users.a
42 %increase over the same period.
83 %
• Quality is now defi ned as
instantaneous results that
are easy to obtain.
•Feasible sources benefi t
from the recession by
diverting from negativity,
comfort and reassurance.
•Bottom-up relationships
generate passionate
activity from the consumer.
•Low effort social action
opportunities yield highest
volume of results.
Over 30 million iPhone and iPod
Touches sold, Over 2 million
applications downloaded.
Facebook passed
300 million
members as of 10.2009
Time spent per user a month
up 13 %
18-25 year olds sleep with their
cell phones
—Pew Social Media Survey
Entire markets have been
transformed by products
that trade power or fi delity
for low price, fl exibility,
and convenience.
— Erin Biba, Wired
Seeking tangible experiences.
MTV’s the Buried Life’s
questions: “What do you want
to do before you die?”
6 in 10 people drove their own
car-instead of fl ying- to their
last vacation destination.
—Mintel 01.2010
81%
3 hours
Research Methods
• Extensive in-depth background research on State Farm and its competitors: Geico,
Allstate, E-surance, Nationwide, and Progressive to compared and contrast services
offered, prices, websites in order to formulate trends and establish the current overall
insurance climate.
• Spent three weeks shadowing tow-truck drivers to gain
insight on the role and influence of insurance companies
immediately following an accident or car problem.
• Conducted a nationwide survey that questioned and
amassed data from 9,482 participants chosen through a
randomized cluster sample method, with the purpose of
examining the young adult’s perception of car insurance
as well as our target’s characteristics, values and lifestyle.
• Interviewed the heads of UCLA Police Department
and Fire Department to gain understanding about
renter’s insurance, its value in the minds of our target
market, and statistics of the past 5 years regarding
apartment break-ins.
• Infiltrated online communities to plant moles to
discern perceptions of the insurance industry on
message boards and chatroom groups
• Interviewed four private investigators specializing
in insurance fraud to analyze its effects on the
commercial enterprise and how it may deter our
target market into choosing a specific insurance
company
• Held in-depth focus groups (using 200 selected
participants that are well-represented in the
target’s age group) to distinguish brand affinity
and awareness among 18-25 year olds to accurately
compare the youth-friendliness of State Farm and its
competitors
• Visited local insurance agencies in high and low economic areas
to be cognizant of the current industry standard and to establish
discerning differences in social impact.
• Developed a program to cohesively identify popular trends,
consumer lifestyles and values, and preexisting notions about
auto insurance brand attitudes via social networking sites such as
Facebook, Twitter, Myspace and Linked In.
• Engaged in descriptive statistical analysis through web traffic research by
analyzing the up and down streams of IP addresses to identify trends in the age,
nationality, and interests of users who visit State Farm and its competitor’s
websites.
6 7
Market Landscape
Insurance Provider
Brand Identity
Personality
Motto
Strengths
Weaknesses
Website Traffic Ranking
Marketshare
Revenue
Consumer Commentary
Positive Youth Meter
Down-to-earth
“Like a good neighbor.”
Dependable
Honest
Supportive
Threat:
Lacks youthful spirit and
daringness of Geico and
Progressive.
Threat:
Lacks novelty and engagement.
Geico elicits curiosity.
Strengths:
SF elicits positive emotions, such as
“relaxed” and “grateful”.
Strengths:
Sx found SF to be honest,
reliable, and wholesome.
Expensive
Out-of-touch
Inconsistent message
7328
83
17.80%
$61.6 Billion
Trying too hard.
$29.4 Billion
I love that black guy.
11.30% 6.90%
$9.2 Billion
Enough with that gecko!
7.50%
$12.8 Billion
That lady is so annoying!
17.80%
$826 Million
I like the commercials.
3274
91
9154
86
5285
67
19997
80
Trustworthy
Genuinely Concerned
Personable
Mundane
Complicated
Competitive rates
Entertaining
Quick
Irrelevant to insurance
Unsophisticated
Condescendingly deceptive
Competitive rates
Quick- remote access
Easy
Irritating
Obnoxious
Straightfoward
Simple
Unrealistic
Aristocratic, Paternal
“Are you in good hands?”
Daring, spirited
“15 minutes can save you
15% or more”
Quirky
“Name your price.”
Imaginative
“Quote, Buy, Print.”
Statefarm Allstate Geico Progressive E-surance
Founded by G.J. Mercherle in 1922, State Farm was built on
“fairness and doing the right thing for the customer.” Our
research showed that State Farm’s virtuous philosophy
remains apparent today.
State Farm’s Brand Essence
Brand Take-aw ay:
• SF has a strong brand
personality that is supported
through their quality service.
Without losing its unique
company DNA, State Farm
must develop strategies to
incorporate more jovial and
engaging qualities into their
brandMarket Take-away: State Farm must create a consistent personality that highlights its unique strengths8 9
Confident
Expressive
Upbeat
FeelingsBeliefs Thoughts Obstacles
Cautious but Willing
Collectivistic
Target Mindset Take-aways:
Self-Assured,
Fearless
“Despite struggling… in the teeth of the recession, nine in ten either say that they
…will eventually meet their long-term financial goals.” -- Pew Research
They don’t buy much, so the things they do buy reflect their values, interests, and
priorities.
70% 18-25 yr olds believe in hard work, not luck as key to success.
Brand loyalty is static. They are willing to support a brand this tells an authentic story.
They perceive themselves as
invincible and as a result do not
think of insurance as important.
Apathetic and confused about
insurance and choosing a specific
provider.
Insurance is a complicated and
untrustworthy industry
Must expose the significance
of having insurance.
Both use technology to stay constantly connected and
to share and receive content. Music, film, and the arts
also transcend gender differences.
BUT during difficult situations, they
are insecure with their ability to deal
with the problem and seek comfort
and expertise from older adults
Over 80% reported that their
parents choose their insurance
company for them.
Insurance is filled with jargon we
don’t care to decipher.
66% switched insurance providers
due to cost.
“18-25 year olds are very cooperative
post-accidents; They are scared
and their fear makes them more
appreciative of the help they receive.”
- Jonathan (Lawyer)
“I don’t really know how the
system works. If I were to switch
companies, I really wouldn’t know
where to start!”
Stephanie- 22
Over 35% said that they did not
report an automobile accident
to their insurance company 1 or
more times.
“I am already in debt because
of school. I can barely pay my
rent each month. Insurance isn’t
exactly the first thing on my mind”
Jordan- 21
“About one in eight young adults say they’ve ‘boomeranged’ back to a parent’s home
due to the recession.” -Pew Research
Keen to genuine social action versus
groundless cause-marketing.
Social Media has exposed them to
more diverse groups and ideas.
Convergent Female:
Fashion and celebrity
oriented, interests
support dyadic
connections.
Convergent Male:
Sports and game
oriented, interests
support bonding
through competition.
Technology as THE medium to broadcast
their individualistic characteristic.
Allusive, Active
Conversationalists
Most Educated Cohort;
Work Hard, Play Hard
Self-Assured,
Fearless
Cross-Generational
Collaborators
The “Convergents.”
We define our target audience of 18-25 year olds as the
“Convergents.” They blend traditional values inherited from their
parents with self-formed values. They are coming of age during a
time of compelling cultural inflection points. In one sense, they are
a privileged group brought up in an increasingly technologically-
driven world where instantaneous feedback is the norm. On the
other hand, many are entering the work-force during a recession--
challenging times that have shifted the cultural framework towards
more humanistic societal values. Thus, “Convergents” do not
operate on dichotomous concepts; They embody a multifaceted
model that has enabled them to seamlessly merge opposing
ideologies into one cohesive model. Millennial lives are centered around
essentials that define who they are.
Alleviate the perceived
complexities of insurance.
Establish an optimistic and
lighthearted brand personality.
Engage and invite participation
without being overbearing
Target Mindset Target Mindset
10 11
The
ToneThe
BIG ideaThe
How
With insights from the cultural climate, market landscape, brand
essence, and target mindset, we built a brand position and strategy.
First and foremost, State Farm must... To do this, State Farm will highlight its best and most relevant quality: its accessibility.
The campaign will leverage State Farm by connecting to Convergents.
Synonymous statements:
The phrase is already embedded into the Convergents’ vernacular.
• Tell an authentic story that accurately portrays State Farm’s company philosophy and values.
• Establish a unique personality for State Farm that is memorable to 18-25 year olds.
• I’m confident that this is the best solution. • It’s easy, it’s obvious, it’s the only way.
• State Farm will show that it is easy to use and understand by...
• Consistently highlight the simplicity of its services through ad executions.
• Maintain a continuous and open dialogue with customers about their insurance.
• Written communication has changed in the digital age. Ideas
broadcasted on tweets, status updates, text messages, and instant
messages do not need punctuation to get the message across.
Punctuation implies meaning now. If it’s used, it’s to exude a tone of
voice. The period signifies finality and certainty.
• Adding the period solidifies what meaning of “that’s it” we’re using.
Not “that’s it?”, not “that’s it!”, but “that’s it.”
• It will display an understanding of Convergents’ pivotal life transitions by...
• Providing the tools to guide them through their process.
• Highlighting that State Farm protects the essentials that run and define their lives.
• Create participatory spaces and opportunities for millenials to empower themselves through their choices.
• Initiate unmediated conversations between consumers as a way for them to express their knowledge and identity .
• It is the most accessible and produces instantaneous results.
• It is positive and addresses Convergents as a valued customer
rather than a sales number.
• It offers a simple solution to a complex problem.
• Its decisiveness establishes an optimistic, light-hearted tone.
Brand Positioning & Strategy
The Concept: Why the period?
State Farm = that’s it.
Creative Strategy
Key Message:
• State Farm preserves its legacy
as the best insurance provider
in the nation by adapting to
evolving standards of quality
service.
12 13
The Elements Of Our Campaign
This is Shane,the quintessential
Convergent.
• Shane embodies the crux of our target audience in attitude, lifestyle, and rational thought.
As goal-oriented and sound in decision-making as he is, Shane’s bountiful life experiences do
not exempt him from acceding to moments of inherent befuddlement, particularly when faced
with an overabundance of car insurance options. Shane is self-assured in most areas of his life,
yet at the same time he is keen enough to seek out help when help is needed. After a too-close-
for-comfort car accident depicted in the “that’s it” commercial, Shane is no longer oblivious to
the reality of on-road dangers. Not wanting to swamp his mind with stress, he intuitively avoids
the labyrinth of needless online browsing and discovers home in State Farm’s all-encompassing
services. To Shane, State Farm is the “that’s It.” insurance company--the one and only he can
always depend on and be conclusively satisfied with.
“Shane serves as the liaison between “Shane serves as the liaison between “Shane serves as the liaison between “Shane serves as the liaison betweenState Farm and State Farm and State Farm and State Farm and ConvergentsConvergents.”.”
What’s important to him:
• Investing time and energy into hobbies that stimulate his sense of individuality.
• Being proactive about social issues he cares about.
• Fostering strong social and career networks.
• Intelligent pursuits that cultivate his sense of values and professional aspirations.
The typographic State Farm logo modernizes the look of the brand.
• The abbreviated “SF” logo is more scalable to new mobile mediums.
• The logos have extra styling elements such as beveled edges and web 2.0 gloss, which are consistent with a trend amongst technologically-advanced tools such as Pandora and Facebook
Presents State Farm as the most confi dent, best solution.
The Tagline:
The Logo:
14 15
Shane’s natural wit and comedic timing makes him an appealing and relatable personality.
Executions
“that’s it.” Commercial
Description
Placement
Substantiation
Success
Measurement
Description
Placement
Substantiation
Success
Measurement
Meet Shane. He’s a 20 something year old guy
staring at the car accident he just caused.
In a few short scenes, State Farm introduces the catchy
new concept of “that’s it.”, a simple phrase that is as
useful and convenient to use as State Farm itself.
The clip can act as an amusing intro for a State Farm-
sponsored show stream or as a 30-second commercial
segment on television. Employing both television and
online entertainment mediums provides a variety of
placement options. State Farm is then able to target
specific markets by airing the commercial on specific
channels and shows.
The commercial effectively portrays the simplicity
and necessity of State Farm insurance in a fresh and
appealing way. Shane’s character sets the humorous yet
relatable tone, highlighting the implications of having
one’s essentials compromised. A witty, tongue-in-cheek
style maintains the energy of the commercial all the way
up to the resolution.
State Farm will evaluate the increase in sales of insurance
policies during months of commercial release, along
with tracking spikes in the number of hits on State Farm’s
YouTube channel, Facebook, and Twitter.
The print ad series features Shane in three risky situations:
one where he is backing up his car and doesn’t see a car
driving by him, one where he has apparently gotten his phone
wet and is blowdrying it, and one where he has fallen asleep
with his valuables in the open and his front door unlocked. In
each situation, Shane’s essential things comment on what’s
happening, highlighting the relationship he has with them.
The print ad series will be placed in the following popular
convergent magazines: Us Weekly, Cosmopolitan, Sports
Illustrated and Wired. The print ads will also be placed in nine
high ridership bus stop shelters. The iPhone version will be
placed in the tech oriented Wired magazine; the valuables
focused ad will be placed in Sports Illustrated, and the car ad
will be placed in all bus shelters as well as all print publications.
In each ad, Shane looks quite clueless about what is going
on around him, highlighting how easily Convergents get into
risky situations. Moreover, the series brings light to the truth
that people build relationships with their things. However,
the relationship is one-sided, with the person ceasing all the
benefits and the things at the whims of their desires. The print
ad calls attention to the reality that we nonetheless depend
on these things, and if they could speak they would ask for you
to get State Farm.
State Farm will evaluate the number of impressions made
through the print ad series. In addition, and increase in brand
awareness, website traffic, as well as conversions will indicate
success of print ads.
Your Car Wants to Say Something
16 17
Description
In the Digital Age, linear flow of
communication is evolving into continuous,
instant dialogue through multiple channels.
State Farm recognizes that the old 1-800 style of customer
service is being replaced by new channels of communication
that offer instant access, robust feedback loops, and a rapid
response. State Farm’s legacy as the first and best choice for
insurance service is reflected by its interconnected system.
Every interaction matters, which is why State Farm has
developed the Pocket Agent to compliment already existing
services such as online access to account information.
thatsit.com
Description
Videos
Just Ask Us
Applications
Substantiation
Success
Measurement
Every execution in the “that’s it.” campaign will link back
to the “that’s it.” website, a hub that ties all elements of
the campaign together.
Connects to the State Farm YouTube account, where the
“that’s it.” commercial is the featured video
Connects to the State Farm Twitter account
Connects to the State Farm Facebook account
Connects to the State Farm Formspring account, an
open-forum for people to express their concerns and
inquiries or comment on State Farm in general.
Pocket Agent and Road Trip App
Young adults crave independence and although 50%
of them are still financially dependent, many of them
feel the need for both a personal agent and personal
attention. The “that’s it.” website offers a convenient
place for Convergents to learn about insurance,
empower themselves, and build a relationship with
State Farm.
Web analytics will determine the main site’s ability to
draw traffic to the ancillary sites and vice versa.
What’s ‘it’?
The interactive website shows the inside of State Farm’s headquarters,
offering our target an honest, insider’s perspective of State Farm as a
brand. The virtual building consists of six rooms. Each room conveys
valuable information that helps breach both the knowledge gap and trust
gap between Convergents and State Farm, helping users make an educated
decision about their insurance policy.
QR Codes aka Quick Response Code, will
accompany all visual executions.
Scanning a two-dimensional bar code
with your phone will redirect the user
to the “That’s it” website. The code will
be present on all visual ads.
4. Get a Quote
Users receive an instant estimate on auto
and renters coverage.
5. Pick Your Agent
This room features a map of agents across
the US and a search engine where users
type in their zip code to find a local agent.
6. Pick Your Pay
Pick Your Benefits This room allows users
to customize their insurance policy and
tailor their coverage to fit their lifestyle.
1 The Account Log
The account log is a new feature that
includes a full timeline of past Claims,
Phone Calls with Agent, Messages
with Agent, and Accidents that were
documented with the iPhone. The log
will be available on the customer’s State
Farm website account and the Pocket
Agent. The log makes insurance less
ambiguous for Convergents, who believe
full-access comprehensive knowledge is
not a privilege, but an expectation. In an
industry like insurance, the lack of access
to personal account history is contributing
to the overall distrust and confusion with
insurance.
2 Fast Estimate
The “Fast Estimate” tool is a feature
available on the website that
accommodates Convergents’ expectations
for quick and easy information. The tool
is one of the first features of the updated
Pocket Agent for users who do not have
State Farm accounts.
Accidents
State Farm makes documenting accidents
less stressful with the “After an Accident”
and “Document an Accident” functions
of the Pocket Agent. The updated Pocket
Agent gives you the option of continuing
onto “Document an Accident” as the
last step of “After an Accident”. Also,
the “Document an Accident” function
automatically records the date, time,
and location of the accident. Recording
information from “Others involved” is now
under “Required Items”. Lastly, the option
to “E-mail” allows you to check your Agent,
Others Involved, Others (i.e. parents), and
Yourself to receive the full accident report.
4 Connectivity between
Pocket Agent and online account:
The updated application and online
account integrates new features and
ensures effortless fluidity between the
two platforms. Information on the app
is also accessible online and vice versa.
Documented accidents and inventory
are automatically logged under “My
Documented Accidents” and “My
Inventory” sections when logged onto
www.statefarm.com. Also, the account
log is available for viewing on both
platforms. The messages/alerts that
are accessible on the website are now
received on the phone application. Lastly,
non-online transactions that were not
previously available on the online report
are now available for viewing on both the
application and the website.
3 My Essentials:
State Farm acknowledges that
Convergents don’t have much, so what
they do have is a long-term investment,
which is why keeping inventory of all
valuables is important. State Farm also
encourages taking inventory to make claim
settlements, such as a robbed apartment,
go more smoothly. The “My Essentials”
feature of the updated Pocket Agent
makes the process less tedious by enabling
the iPhone to take the person through the
steps of inventory, with tips (i.e. taking
picture along the process) and options to
click on (i.e. electronics, clothing). Just by
pressing a few buttons, you can add the
item to your inventory with an optional
picture. The inventory is then available for
viewing on the online account.
1. Why Insurance? Users learn why
having insurance is important as a
young adult.
2. Why State Farm? Users learn how
State Farm offers the best quality and
most accessible services.
3. Get the Basics This room describes the
basics of Auto & Renters insurance in easy-
to-understand terms.
Pocket Agent and Web Account Continuity
A multidimensional service accessible through several mobile phone platforms reflects State Farm’s underlying culture and brand values:
• To help people manage the risks of everyday life and recover
from the unexpected by having instant connectivity to an
agent
• Promising a quality partnership between consumers and
State Farm
1 2 3
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Description
Placement
Substantiation
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Measurement
Partners
Thumb Wars
This is not just your generic foam fi nger! Just like State
Farm’s service, customization is key. The “that’s it.”
foam fi nger is personalized for each university to play
off of their school rivalries. For example, UCLA Bruins
will receive thumbs up foam fi ngers with a UCLA logo
and the “that’s it.” slogan on the blue thumbs up side.
Students can then playfully taunt their rival by fl ipping
the foam fi nger over, showing a USC logo on the red
thumbs down side.
The foam fi ngers are strategically placed at colleges
with well-known public rivalries, primarily during NCAA
football and basketball seasons.
State Farm gains student affi nity by aligning their
simplicity, relatability, and unique personality to the
target’s emotional experiences. The foam fi ngers also
easily integrate into the entire “that’s it.” campaign.
State Farm will track the number of impressions on the
“that’s it.” Website for a month after the start of the
game and the number of QR Codes activated.
This web-based contest funds a year’s worth of
college tuition for 200 winners while also familiarizing
Convergents with State Farm’s agent-based model.
Here’s how it works: at www.statefarm.com/thatsit,
students browse a list of 200 agents, then choose an
agent and submit a 2-minute video message explaining
why they deserve the scholarship. No forms or boring
essays; a quick video message means automatic
entrance. Each agent then chooses one winning video.
The competition will be entirely web-based, and will
launch during December 2010 to avoid hassle revolving
tax fi ling and FAFSA.
The spiking costs of college tuition is a hot-button
topic for students. By addressing a key concern of our
demographic, State Farm reaffi rms its compassion while
gaining student affi nity and developing a face-to-face
relationship with Convergents.
State Farm will track the number of video messages
submitted, the amount of tuition website traffi c, and the
amount of press covering the contest.
The State Farm National Youth Initiative Board is an enhancement of the
previously-existent State Farm Youth Advisory Board. The age requirement
is now broadened to 17-22 years old to include those graduating high school,
entering college, in college, and those nearing college graduation to enter
the work force. The two extra years broadens the scope of applicants to
a demographic with more life experience, worldly insight, and a realistic
vision of what they want to see achieved. With more independence comes a
greater appreciation and interest for the infl uence of the Board.
Moreover, Convergents recognize that State Farm empowers their age
group and they can participate in the Board’s philanthropic eff orts with the
Facebook “Thanks for Being There” campaign. The campaign allows people
to post statuses tagging “Thanks for Being There” and the philanthropy
they wish to receive a $25,000 grant. The top fi ve non-profi t organization
that are tagged will receive a grant that is part of the Board’s 5-million dollar
budget.
Advertising to apply for the Board and the “Thanks for Being There” grant
campaign will be promoted through Facebook Ads and through Twitter.
The Board embodies State Farm’s devotion to empowering the youth and
initiating social change. Meanwhile, philanthropy is one of the most relevant
issues for Convergents. The Board serves a a medium for State Farm
and Convergents to work together on issues that they both care about.
Moreover, the “Thanks for Being There” campaign is a simple way for all
Convergents to voice their opinion and support eff orts that they believe in.
State Farm will measure the number of applications to the State Farm
National Youth Initiative Board and the number of times “Thanks for Being
There” was tagged in the Facebook status.
Video game “that’s it.” Replay
The Slamdunk Recap capitalizes on Convergents (who
spend an average of 14 hours/week playing video games)
by creating in-game State Farm advertisements and
sponsorships. The State Farm logo is placed on virtual
banners along the court and on the outfi eld wall. State
Farm also sponsors instant replays, so that the onscreen
announcer yells “that’s it. that’s it. that’s it.” right before
the recap.
This execution is placed in NBA Live ‘11, NBA 2K11, Tiger
Woods PGA Tour ‘11, and NCAA Basketball ‘11, all of which
are popular among Convergents. By advertising in these
video games, State Farm presents itself as youthful and
fun-loving.
In 2009, the video game industry generated $20 billion
dollars in revenue; by 2012, 190 million households will
have a next-generation video game console.
-grabstats.com
State Farm will count the number of website hits and
video uploads in addition to the television viewership
during the contest. State Farm will also compare these
numbers with the number of insurance options that
were purchased after the contest
“that’s it.” NCAA Dunk Contest
Our target demographic already loves the NCAA’s
annual “State Farm College Slam Dunk and Three-Point
Championships”. To draw even more attention to State
Farm’s contest, LeBron James is guest judging, and the
winner has the opportunity to face-off with him in a
3-point shootout or dunk contest. Before the contest,
State Farm is also holding a viral video competition on
their website where Convergents will be able to post
their own dunks and comments. The top fi ve videos will
be aired during the contest and the State Farm “that’s it.”
banner will fl ash across the screen in between videos.
State Farm’s social media websites advertise the contest.
The contest is airing on ESPN around the same time as
the dunk contest.
The majority of viewers of the NCAA tournament are
21 years and older. The video uploading format of the
contest appeals as a medium that Convergents are
already knowledgeable of and also allows for creative
online interaction.
State Farm will count the number of website hits and
video uploads in addition to the television viewership
during the contest. State Farm will also compare these
numbers with the number of insurance options that
were purchased after the contest
And it’s outta here! That’s it.
Everyone remembers that game-changing moment when your
favorite player scores that impossible shot; you scream, yell, and
throw high-fives up all around you! They make it look so easy!
The State Farm scrolling banner captures the exuberance of
this heart-pumping moment, perfectly capturing that amazing
shot and associating it with the ease and grace of State Farm.
The banner includes three alternating images. The first displays
the standard State Farm logo. The second flashes the “that’s it.”
slogan when a player scores. The last panel consists of a variety
of images with different phrases such as “Nothing but net!” (each
phrase corresponding to a specific sport).
The scrolling banner builds off of State Farm’s already-existing
banner ads that are displayed at sporting venues across the
county such as at Pauley Pavilion. Wrigely Field, and other major
football, basketball, and baseball stadiums.
Convergents, as ESPN’s primary viewers, are avid sports
enthusiasts as well as sports-goers. The stadium experience
coupled with the television experience increases the banners’
exposure.
State Farm will track the number of impressions on the “that’s
it.” website for a one-month after the implementation of the
Digital Billboards. Considering the response of the region
where the majority of viewers exist while bring a more accurate
measurement of success.
Yankee Stadium
The Staples Center
The Pasadena Rose Bowl
Sports + VideogamesOnline Video Bids 4 College Tuition State Farm National Youth Initiative Board
20 21
College Football: TENNESSEE VS. FLORIDA, SEPTEMBER 18, 2010 CAL VS. STANFORD, NOVEMBER 20, 2010UCLA VS. USC, NOVEMBER 20, 2010AUBURN VS. ALABAMA, NOVEMBER 26, 2010MICHIGAN VS. OHIO STATE, NOVEMBER 27, 2010
College Basketball:KANSAS VS. MISSOURI, JANUARY 25, 2010CINCINNATI VS. XAVIER, DECEMBER 13, 2009
Can I Get an Encore? The Hashtag (#) Meets The Hangover Two cent Taxi Ride
Description
Placement
Substantiation
Success
Measurement
Description
Placement
Substantiation
Success
Measurement
Description
Placement
Substantiation
Success
Measurement
Partners
Just last year, State Farm surprised music lovers at the
Coachella Music Festival with a tent that offered concert goers
free DJ lessons and burned CDs of participants’ mixes. This
year State Farm wants an encore! But this just isn’t any regular
comeback, this is an encore for the people, by the people.
Concert goers will cast their vote by texting “that’s it” to a
specific number assigned to a few select bands. Participants
will receive a confirmation text that says, “What does State
Farm need to get your favorite band to play the last night of
Coachella, for FREE? Your text! “that’s it.” On the last day of
the festival, State Farm announces who the fan favorite is
according to the number of texts received and the encore
concert will be held the same night- free of charge!
This encore concert occurs at four different music festivals
across the nation: Coachella, All Points West, Bonnaroo, and
Lollapalooza.
These festivals each attract up to 250,000 people every
year, with a majority of them falling in State Farm’s 18-25 year
old target market and helps to brand State Farm as a youth-
friendly company.
The votes gathered via text messages and number of
attendees during the encore concert will be analyzed to
determine success.
Between the tiger in the bathroom and a few missing
teeth, it’s hard to choose the funniest scene from The
Hangover. State Farm is ready for more hilarity with the
premiere of The Hangover II and we want Convergents
to be a part of it, literally! State Farm tweets “How would
you salvage a potential friendship with Mike Tyson after
stealing his tiger? Reply with “#thatsit.” and the funniest
one wins a premiere pass! Twitter users have three
days to come up with their funniest response. The cast
will choose the top five who will win VIP passes to the
premiere of The Hangover II.
Given its viral nature, the #thatsit tag will establish a
trending topic. The sweepstakes is publicized through
the State Farm Twitter and also through the buzz of
the film.
The Hashtag meets The Hangover II Sweepstakes is easy
for everyone to follow and entertaining enough to keep
the buzz alive. The Hangover was an instant hit across
the nation, particularly amongst the nation’s youth, so
this sweepstakes targets our demographic perfectly and
helps the State Farm brand become familiar to them
through fun events and unique prizes.
The number of people involved will be tracked through
the Twitter website. The trending topic with the hashtag
also makes it easier for State Farm to track how many
searches regarding this event happen on a daily basis.
As the taxi drives you home from your favorite nightclub, you’re
depressed to find one lonely twenty dollar bill in your wallet. But
as you get ready to pay, the driver turns around with a welcomed
surprise: “That’ll be two cents. The rest is on State Farm”. With
this taxi ride giveaway, State Farm gives out 100,000 taxi rides,
valued at up to $20. The passengers also receive a “that’s it.”
card with a link to the “that’s it.” website. As an incentive, the taxi
companies receive an additional $5 per ride.
This giveaway takes place in major cities (Chicago, New York,
Boston, San Francisco, and Los Angeles) during the most popular
“party” holiday, New Year’s Eve.
Convergents are the demographic most drawn to clubs and
bars. This giveaway makes it easy to target the demographic and
reaffirm State Farm’s dedication to saving its customers money.
State Farm will look at the number of impressions on the that’s it.
subsite and the number of QR Codes activated.
The largest local cab companies across the country such
as Chicago Carriage Cab, New York Taxis, Boston Taxis, San
Francisco Taxi, and Los Angeles Taxis.
Description
Substantiation
Success
Measurement
State Farm guides your journey.
One application. That’s it.
The On the Road Trip application is an iphone application
with social, real-time, location-based functions. The
application will make road tripping with your friends easy,
it’s one app that makes your road trips easy, social, and
competitive.
The application demonstrates that State Farm understands
young millennial lifestyles and provides the tools to guide
them through their lives. It is a reflection of State Farm
guiding the larger journey-- your life. Moreover, by being
instantly connected to your Facebook, the application
shows State Farm’s understanding of digital and social
connectivity. Lastly, the application is spread virally through
the picture that is instantly uploaded onto Facebook. By
showing up on Facebook News Feeds, State Farm becomes
part of the online conversation.
We will track the number of times the applications is
downloaded, as well as the number of friends on Facebook
that the application users have.
Download the application
Log in with your Facebook account, connect to
Facebook friends are added to your “My ‘On the
Road’ Trip” network
Planning your Road Trip
Program your destination
Add friends from your “My ‘On the Road’ Trip
Network” to your “Caravan.” They will be sent
Facebook invites.
Name your Road Trip
Start your newest Road Trip
• Map View
• See your friends as moving points
Traffic View Option
• Weather forecast with driving tips
Self-selected stops along the way
• Status Box in upper-right hand corner with
• Projected Arrival Time
• Driving time
• Average mph
View Caravan
See other caravaners Status Boxes
Caravan Chat
Chat room with all your caravaners
Stops on the route.
Find me a...
Coffee Shop
Rest Stop
Gas Station
Fast Food
Add these stops as points on your Map View
Update your Facebook Status with your location
View My On the Road Trip Network
View a complete list of your friends with their last road
trips/dates, road trip points, and when their first road trip
was
At the end of the trip, the application will automatically
upload a Road Trip picture to your Facebook as a picture
that will automatically tag your fellow caravaners.
Road Trip Phone Application
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Description
Placement
Substantiation
Success
Measurement
Description
Placement
Substantiation
Success
Measurement
Convergents are surrounded by caring people, like their parents, who constantly
lecture them on the importance of having good insurance coverage. Sometimes
it works, but most of the time Convergents could care less. Now, what if their car
was the one who spoke to them about getting good insurance coverage? The “Car
Wants to Say Something” execution serves as a reminder that your car needs just
as much protection as you do. In the event of a car accident, the driver may escape
unharmed, but the car always sustains some type of damage.
Right in front of parking spots, we place digital boards that run scripts and pre-
recorded audio. When the digital board’s sound sensor picks up the sound of a car
door closing, it triggers the script and audio to begin playing. This makes it seem as
if the car has a voice and can talk to the driver or any passerby. Immediately after
the car parks, the board speaks:
“That’s it? I gave you seatbelts. You gave me... love taps? No. That’s when you leave.”
“That’s it! We need to talk about my road anxiety. Not having insurance gives me
low self-confi dence.”
Public parking spots and parking structures in high traffi c areas of Los Angeles
This execution will be held in Los Angeles during the fi rst two weeks of August. Los
Angeles is a high traffi c area full of infl uencers; a city at the forefront in terms of
generating cultural knowledge. Our main goal is to generate positive viral buzz that
will posit State Farm as original and creative.
State Farm will track clicks on Twitter, Youtube views, and mentions of the
execution on various blogs.
The banner ad begins with Shane beckoning for help on the freeway with his
wrecked car. As the user moves the cursor over the banner ad, a State Farm tow
truck comes into view. When the user slides the cursor across the banner, it drags
the State Farm vehicle over the wrecked car and instantly pulls it back onto the
road as if the wrecked car is being towed. After the car gets back on the freeway, the
words “that’s it.” appear. The man is then shown in the passenger seat of the tow
truck with a smile of satisfaction.
We target websites that are commonly used by Convergents, spanning a wide
variety of genres, from novelty sites to online resource sites.
The banner simply communicates the ease of being insured with State Farm. With a
single click of a mouse, viewers are able to appreciate State Farm’s message without
the ad coming across in an abrasive manner.
We will easily be able to measure how many times the banner is clicked and how
many users come to the “that’s it.” website after clicking on the banner. In addition,
we will be able to measure how much time they spend on the site.
Your Car Wants to Say Something State Farm to the Rescue Web Banner Ad
24 25
Media Plan
Rollout and BudgetMedia Overview Evaluation of Campaign Health/Success
Objective
Who
What
When
Where
Continuous
Maintenance
Periodic
Check-ups
HowWe want to help State Farm achieve the following:
growth through Young Adult auto and renters
policies, retain legacy Young Adult auto and renters
policies, and obtain optimal reach and frequency
through integration of tradition, non-traditional and
digital media.
Ad Team will be taking an Integrated Offensive
Approach: penetrating different advertising
mediums in a stream-lined format
Convergents with no particular affinity towards
insurance brands as well as existing State Farm policy
holders.
Brand messages delivered in areas of high
opportunity and concentrated target population.
May 2010-May 2011
Pulse scheduling- Maintaining a constant flow of
ad placements, catered specifically to our target
market, through the entire year with higher spending
during certain months .
[refer to media rationale on pg. 26]
Traditional media will be displaced during specific
periods, mostly during the first two months of the
launch, as well as early Spring and Winter.
Target-specific avenues, spanning from digital to TV
and print.
Non-traditional media will be placed in the
convergent’s cities, with focus on high car traffic/
metropolitan areas.
Quantitative
• Use of internet cookies to identify web users
• Observe Conversions of policy holders due to search
• Placement ads and web banner ads
• Urchin software for web traffic data
Qualitative
• Online forums and message boards
• Feedback from Facebook Fan Page and State Farm
• Formspring
• Media Coverage (TV and Online)
• Volume and quality of response to guerilla tactic (online)
Quantitative
• Online survey on www.thatsit.com
Qualitative
• Pretest and post-test of campaign in focus groups
composed of target market
• Usability testing of website
• Creative Copy Testing
Obtain optimal levels through the following
mediums:
Traditional
TV
Bus Stop Ads
Magazine Ads
Interactive
Interactive Web Banner Ads
Search Marketing
PR
Events
Giveaways
Guerilla Marketing
26 27
Partnerships
Title
Description
Placement
Substantiation
Success
Measurement
Title
Description
Placement
Substantiation
Success
Measurement
Honda
State Farm is partnered with national Honda and
Ford Dealerships. With the purchase or lease of any
2010 Honda Civic, Honda Fit, Ford Fusion, or Ford
F150 models, new buyers have the opportunity to
bundle their new Honda or Ford with a new State
Farm insurance package and receive a 10% discount
on their insurance policy as well as their car purchase
or lease.
The car partnership takes place in participating
dealerships nationwide during the months where
new car purchasing is the greatest.
Honda has an established reputation for producing
safe, efficient and affordable cars. By establishing a
relationship with them, we can convert new Honda
buyers to switch to State Farm, while giving Honda
an opportunity to provide a lead for their dealers to
sell more vehicles. Likewise with Ford, it connects
to an iconic American brand while remaining within
a college student or recent graduate’s budget. The
Ford F-series has been the most popular pick-up
truck for nearly three decades, while the Ford Fusion
was rated Motor Trends 2010 Car of the Year.
State Farm will track the number of new conversions
or insurance purchases that were bundled with the
purchase of a new vehicle.
Property Management Corporations
State Farm is partnered with Property Management Corporations
near College campuses across the nation. When new renters sign a
contract with these companies and bundle it with State Farm’s renters
insurance package, they receive a 10% discount on their insurance
policy as well as their monthly rate.
The apartment partnership takes place during the months where
our demographic tends to move the most because of college
schedules: the months of June and September.
College students typically move out of dormitory housing by
their second or third years at school, and from that point on,
enter the world of renting. This provides State Farm with a great
opportunity to introduce the concept of renters insurance
as well as make their presence more well known amongst the
college audience.
State Farm will track the number of new conversions or
insurance purchases that were bundled with the purchase of a
new rental contract.
Magazine AdsPlacement: Specific
publications catered to
Convergents, furthered
segmented by gender.
Timeline: Varies by outlet-
Placement varies around
specific events with high target
market following.
Fall and spring fashion shows for
women (Cosmopolitan)
The biggest technology expos
of the year (Wired)
Coincides with football and
basketball seasons (ESPN,
Sports Illustrated)
Rationale: We placed our print
ads in very curated publications
in order to maximize our reach
goals in a way that utilizes our
budget in the most efficient way
possible.
Bus Shelter AdsPlacement: Specific cities that
coincide with our 2cent taxi
execution.
Timeline: During the month
of December (to promote taxi
execution)
During the months of June and July
Rationale: In order to build State
Farm’s brand awareness prior to the
2cent taxi execution, we will place our
print ads in public bus stops of five
high traffic cities we chose for the taxi
execution.
Bus ads were also placed in cities with
a high college student population
as well as high bus ridership in
order to provide our campaign with
visibility during months of low media
placement.
Bus ridership %
Jersey City- 46.16%
Boston- 31.6%
San Francisco- 26.43%
Arlington- 26.28%
Television AdsPlacement: Mix of Network TV
and Cable TV; specific placement
on Convergents most watched
shows.
Timeline: Varies depending
on specific TV show, with more
placement during May and
November.
Rationale: We chose specific
TV channels that featured shows
that not only garner high ratings
with inour target demographic,
also fit in cohesively with the tone
of our campaign. We chose May
as a heavy TV placement month
in order to launch and end our
campaign, as well as November
during the “sweeps” period, when
viewership is at a peak.
Search MarketingPlacement: Google
Timeline: Entire duration
of campaign (May 2010-May
2011)
Rationale: Google is the
number one search engine
in the nation. We want our
“That’s it.” campaign to
become synonymous with
State Farm as a brand, so we
will use search marketing to
capitalize on “That’s it.” as it
builds momentum throughout
the year.
Web Banner AdsPlacement: Various sites
popular to our demographic,
covering a wide spectrum
of site genres, such as social
media, blogsophere, lifestyle
and culture, finance, as well as
niche humor sites.
Timeline: Varies depending
on site.
Rationale: We placed
banners in sites that
are embedded into the
demographic’s daily digital
media habits. By targeting a
wide spectrum of genres, we
ensure that we gain the highest
reach possible, thus managing
our $40 million budget
efficiently.
GuerillaPlacement: Los Angeles
Timeline: The first two weeks
of August 2010
Rationale: Los Angeles is
among the cities with the most
individual drivers in the U.S.. It
is also a city comprised of many
young culture connoisseurs.
By performing our guerilla
tactic in public parking spaces
in Los Angeles, we will not only
hit a high percentage of our
demographic, but also tap
into the specific “influencer”
segment of the “convergents”.
Media Rationale
28 29
Supervisors
Megan Quint
Karla Liu
Planning
Rachel Kucera
Jenny Ta
Jason Owyang
Linda Jin
Krystal Yee
Brandon Stone
Nicole Shamtoob
Hannah Lewis
Jahan Djalali
Ideas
Christine Takaichi
Eloisa Julio
Kevin Tran
Christine Haroutourian
Yina Qiao
Sam Milechman
Allen Secretov
Fredo Chen
Raquel Castro
Will Lam
Candice Chen
Design
Jon Gacnik
Catherine Le
Garret Verstegen
Credits
Conclusion
Being in a car and cruising to deafening music has been a token of youthfulness since the 1940’s, when State
Farm secured its position as the leading auto insurance company. Things are no different today; State Farm
still protects the things that govern Young Adult lives. In this day, advanced technology like smart phones and
computers are depended upon for communication, knowledge, and self-expression. Living spaces and the
things in them are the little that proclaim young adult independence and individuality.
Overwhelmed by the thrill of living independently and emulating their perceived notions of adulthood, young
adults get carried away and distracted from precautionary measures that are well-established for their
safety. They fail to recognize how conditional their life is, only to be met with the unwanted, juvenile feeling of
helplessness in the face of difficult situations. The only solution in times like these is to turn to a trusted expert
who deals with daily mishaps day-to-day, who guides and never condemns, and will ensure that your life returns
to its preferred state of ordinary. State Farm is there, and you’ll be glad that once upon a time, you listened to
your great friend Shane as he encouraged you to point at a triangle made up of three red circles and undauntedly
declare,
“ that’s it. ”
Question:
When is the best time to sing along to your favorite pop song without feeling insecure about your voice?It is safe to assume that a large portion of our Convergents would answer “...in my car.”
30 31