University of California Los Angeles | Advertising & Marketing Team 2010
University of California Los Angeles Advertising & Marketing Team 2010
Table of Contents
Introduction
The insurance industry: a ubiquity of voices, each promoting a set of self-declared perks to an increasingly ambivalent audience. Title Page
12 13
Brand Positioning Creative Strategy
24 25
Other Executions Media Plan
02 03
Intro Table of Contents
14 15
Creative Strategy Executions
26 27
Media Overview Rollout and Budget
“ that’s it. ”
04 05
Executive Summary Research and Planning
16 17
That’s It Commercial That’s It Print Ad
28 29
Media Rationale Partnerships
Well, that’s it. It’s that simple.
06 07
Research Methods Cultural Climate
18 19
thatsit.com Pocket Agent
30 31
Conclusion Credits
Our campaign posits State Farm as the one insurance company that young adults can willingly embrace
08 09
Market Landscape Brand Essence
20 21
Educational Executions Sports & Videogames
10 11
Target Mindset Target Mindset
22 23
Other Executions Road Trip Phone App
Young adults especially have trouble filtering out the right agency to cater to their specific needs. They think,
01
“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 confidently stating,
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.
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3
Executive Summary
State Farm
is the leading insurance agency in an extremely competitive market
Our campaign goals are to:
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
• 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.
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
The key benefit of State Farm insurance for Convergents is that it protects their essential things in the most convenient way possible.
Farm is the company that truly understands their needs.
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
We call
incapable of handling the situation themselves. State Farm benefits Convergents by being the helpful ‘neighbor’ they can turn to in our target audience of 18-25 year olds the ‘Convergents’. They hold steadfast to
Research and Planning
desperate situations.
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%
Convergents persist in resolving their difficulties by searching for a reasonable solution. Our creative strategy is based upon the
work full-time. The majority reported that their parents chose their insurance company for them
profound moment one has when finally resolving a need-- the moment you figure it out and say, “that’s it.” With this approach, we
and that they wouldn’t even know where to start if they had to choose. For those who do choose their
frame State Farm as the wisest solution to unwanted problems, because it provides the best, most accessible services. The “that’s it.”
insurance, price is the biggest priority.
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
Our customers’ needs will
involve State Farm supporting youth initiatives or providing Convergents with tools to help them be successful. We employ public
determine our path.
relations strategies and viral tactics to maximize the exposure of these executions. Moreover, Convergents will be the most receptive
— State Farm Mission Statement
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.
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Cultural Climate
Research Methods
On Demand World
Reality Rx
Gen Y: Conscientious
The Obama Effect
When Good Enough is Great
During a 5 month time span, Adteam2010 implemented and conducted comprehensive yet succinct research to redefine 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 efficiency and congruency while maintaining awareness of our target values.
Technology has made us hyper-connected individuals.
“”
Entire markets have been transformed by products that trade power or fidelity for low price, flexibility,
We have 24/7 access to information and each other.
Inferential Statistical Analysis
• Extensive in-depth background research on State Farm and its competitors: Geico,
• Engaged in descriptive statistical analysis through web traffic research by
offered, prices, websites in order to formulate trends and establish the current overall
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
a
websites.
insurance climate.
38 million users.
“”
• Interviewed the heads of UCLA Police Department
$77 million
of the Generation Y feel the gravity of world events is causing
to be cognizant of the current industry standard and to establish
insight on the role and influence of insurance companies
and Fire Department to gain understanding about
in insurance fraud to analyze its effects on the
discerning differences in social impact.
immediately following an accident or car problem.
renter’s insurance, its value in the minds of our target
commercial enterprise and how it may deter our
market, and statistics of the past 5 years regarding
target market into choosing a specific insurance
apartment break-ins.
company
Cultural Take-away:
in its opening weekend
• Quality is now defined as instantaneous results that are easy to obtain. •Feasible sources benefit
them to get involved. —Procter & Gamble
from the recession by
– Box Office Mojo
diverting from negativity,
–AdWeek. 02.2010
Campaign included social-networking site
comfort and reassurance.
with features like “Create Your Own Obama
300 million
• Interviewed four private investigators specializing
81%
keep up with her
Facebook passed • Spent three weeks shadowing tow-truck drivers to gain
Avatar grossed over
retailers are scrambling to
increase over the same period.
• Visited local insurance agencies in high and low economic areas
attitude to their own lives.
Obama’s Grassroots Approach
42 %
Sympathetic Research
“We can do it”
— Erin Biba, Wired
The power is with the
Last year Skype added nearly
Americans have adopted the
and convenience.
consumer. Marketers and
Allstate, E-surance, Nationwide, and Progressive to compared and contrast services
In these troubled economic times, consumers seek temporary distractions, comfort and support.
The Video game industry posted
Donations to Haiti via text
Group”. Obama encouraged user-generated
$5.53 billion
messages surge past
content, such as Will.I.Am’s “Yes We Can” viral
generate passionate
$55 million
video, which achieved 6 million Youtube views
activity from the consumer.
without media funding. •Low effort social action
in 12.2009.
opportunities yield highest
— Tech Crunch 01.2010
members as of 10.2009
Positivity > Realism
—bnet.com
Back to Basics
1 in 5 Americans Tweet
•Bottom-up relationships
Seeking tangible experiences.
Ellen
17 %
Dr. Phil’s
27 %
volume of results.
Creative Research • Developed a program to cohesively identify popular trends,
• Conducted a nationwide survey that questioned and
• Infiltrated online communities to plant moles to
• Held in-depth focus groups (using 200 selected
consumer lifestyles and values, and preexisting notions about
amassed data from 9,482 participants chosen through a
discern perceptions of the insurance industry on
participants that are well-represented in the
auto insurance brand attitudes via social networking sites such as
randomized cluster sample method, with the purpose of
message boards and chatroom groups
target’s age group) to distinguish brand affinity
Facebook, Twitter, Myspace and Linked In.
examining the young adult’s perception of car insurance
and awareness among 18-25 year olds to accurately
as well as our target’s characteristics, values and lifestyle.
compare the youth-friendliness of State Farm and its competitors
Over 30 million iPhone and iPod
3 hours
83 %
Touches sold, Over 2 million
Time spent per user a month
18-25 year olds sleep with their
applications downloaded.
up 13 %
cell phones
MTV’s the Buried Life’s
Dr. Phil’s ratings have dropped while more
questions: “What do you want
the more chipper Ellen Degeneres Show
to do before you die?”
has risen.
6 in 10 people drove their own
“Less expensive comfort foods and
car-instead of flying- to their
classic brands- think Kraft Mac and
last vacation destination.
Cheese…are doing bang-up business…”
—Mintel 01.2010
— Chicago Tribune
6
7 —Pew Social Media Survey
State Farm’s Brand Essence
Market Landscape
Founded by G.J. Mercherle in 1922, State Farm was built on “fairness and doing the right thing for the customer.” Our Insurance Provider
Statefarm
Allstate
Geico
Progressive
E-surance
research showed that State Farm’s virtuous philosophy remains apparent today.
Brand Identity
Personality
Down-to-earth
Aristocratic, Paternal
Daring, spirited
Quirky
Imaginative
Motto
“Like a good neighbor.”
“Are you in good hands?”
“15 minutes can save you
“Name your price.”
“Quote, Buy, Print.”
15% or more” Strengths
Weaknesses
Dependable
Trustworthy
Competitive rates
Competitive rates
Straightfoward
Honest
Genuinely Concerned
Entertaining
Quick- remote access
Simple
Supportive
Personable
Quick
Easy
Expensive
Mundane
Irrelevant to insurance
Irritating
Out-of-touch
Complicated
Unsophisticated
Obnoxious
Inconsistent message
Website Traffic Ranking Marketshare
7328 17.80%
Unrealistic
Condescendingly deceptive
9154 11.30%
3274 6.90%
5285 7.50%
19997 17.80% Brand Take-away:
Revenue
$61.6 Billion
$29.4 Billion
$9.2 Billion
$12.8 Billion
$826 Million
Consumer Commentary
Trying too hard.
I love that black guy.
Enough with that gecko!
That lady is so annoying!
I like the commercials.
• SF has a strong brand
Positive Youth Meter
83
86
91
67
80
Threat:
Strengths:
Strengths:
Threat:
personality that is supported
Lacks youthful spirit and
Sx found SF to be honest,
SF elicits positive emotions, such as
Lacks novelty and engagement.
through their quality service.
daringness of Geico and
reliable, and wholesome.
“relaxed” and “grateful”.
Geico elicits curiosity.
Without losing its unique
Progressive.
company DNA, State Farm must develop strategies to incorporate more jovial and engaging qualities into their
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Market Take-away: State Farm must create a consistent personality that highlights its unique strengths
brand
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Target Mindset
Target Mindset
Confident
Expressive
Upbeat
Self-Assured,
“Despite struggling… in the teeth of the recession, nine in ten either say that they
Fearless
…will eventually meet their long-term financial goals.” -- Pew Research
Allusive, Active
They don’t buy much, so the things they do buy reflect their values, interests, and
Technology as THE medium to broadcast
Social Media has exposed them to
Conversationalists
priorities.
their individualistic characteristic.
more diverse groups and ideas.
Most Educated Cohort;
70% 18-25 yr olds believe in hard work, not luck as key to success.
Work Hard, Play Hard
Cautious but Willing
Self-Assured,
Brand loyalty is static. They are willing to support a brand this tells an authentic story.
Fearless
Collectivistic
Cross-Generational
“About one in eight young adults say they’ve ‘boomeranged’ back to a parent’s home
Keen to genuine social action versus
Collaborators
due to the recession.” -Pew Research
groundless cause-marketing.
Convergent Female:
Convergent Male:
Fashion and celebrity
Sports and game
oriented, interests
oriented, interests
support dyadic
support bonding
connections.
Beliefs
Feelings
Thoughts
through competition.
Obstacles Both use technology to stay constantly connected and
The “Convergents.”
to share and receive content. Music, film, and the arts They perceive themselves as
Apathetic and confused about
Insurance is a complicated and
66% switched insurance providers
invincible and as a result do not
insurance and choosing a specific
untrustworthy industry
due to cost.
think of insurance as important.
provider.
parents with self-formed values. They are coming of age during a
BUT during difficult situations, they
Over 80% reported that their
Insurance is filled with jargon we
time of compelling cultural inflection points. In one sense, they are
are insecure with their ability to deal
parents choose their insurance
don’t care to decipher.
a privileged group brought up in an increasingly technologically-
with the problem and seek comfort
company for them.
driven world where instantaneous feedback is the norm. On the
and expertise from older adults
We define our target audience of 18-25 year olds as the
also transcend gender differences.
“Convergents.” They blend traditional values inherited from their
other hand, many are entering the work-force during a recession--
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challenging times that have shifted the cultural framework towards
“18-25 year olds are very cooperative
“I don’t really know how the
Over 35% said that they did not
“I am already in debt because
more humanistic societal values. Thus, “Convergents” do not
post-accidents; They are scared
system works. If I were to switch
report an automobile accident
of school. I can barely pay my
operate on dichotomous concepts; They embody a multifaceted
and their fear makes them more
companies, I really wouldn’t know
to their insurance company 1 or
rent each month. Insurance isn’t
model that has enabled them to seamlessly merge opposing
appreciative of the help they receive.”
where to start!”
more times.
exactly the first thing on my mind”
ideologies into one cohesive model.
- Jonathan (Lawyer)
Stephanie- 22
Jordan- 21
Target Mindset Take-aways:
Must expose the significance of having insurance.
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
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Creative Strategy
Brand Positioning & Strategy
With insights from the cultural climate, market landscape, brand essence, and target mindset, we built a brand position and strategy.
The Concept:
The
Tone
The
BIG idea
Why the period?
The
How
• 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.
First and foremost, State Farm must...
• 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.
To do this, State Farm will highlight its best and most relevant quality: its accessibility.
• State Farm will show that it is easy to use and understand by...
The campaign will leverage State Farm by connecting to Convergents.
• 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...
Key Message:
• State Farm preserves its legacy as the best insurance provider in the nation by adapting to
• Consistently highlight the simplicity of its services through ad executions.
• Providing the tools to guide them
• Maintain a continuous and open dialogue with customers about their insurance.
• Highlighting that State Farm protects the essentials that run and define their lives.
evolving standards of quality
State Farm = that’s it.
through their process.
The phrase is already embedded into the Convergents’ vernacular.
service.
• It is the most accessible and produces instantaneous results. • It is positive and addresses Convergents as a valued customer
• 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 .
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Synonymous statements: • I’m confident that this is the best solution. • It’s easy, it’s obvious, it’s the only way.
rather than a sales number. • It offers a simple solution to a complex problem. • Its decisiveness establishes an optimistic, light-hearted tone.
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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.
The Tagline:
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-closefor-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.
What’s important to him:
Presents State Farm as the most confident, best solution.
The Logo:
• Investing time and energy into hobbies that stimulate his sense of individuality.
Executions
• 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.
Shane’s natural wit and comedic timing makes him an appealing and relatable personality.
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“Shane serves as the liaison between State Farm and Convergents Convergents.” .”
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
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“that’s it.” Commercial
Your Car Wants to Say Something
Meet Shane. He’s a 20 something year old guy staring at the car accident he just caused. Description
In a few short scenes, State Farm introduces the catchy
Description
The print ad series features Shane in three risky situations:
new concept of “that’s it.”, a simple phrase that is as
one where he is backing up his car and doesn’t see a car
useful and convenient to use as State Farm itself.
driving by him, one where he has apparently gotten his phone wet and is blowdrying it, and one where he has fallen asleep
Placement
The clip can act as an amusing intro for a State Farm-
with his valuables in the open and his front door unlocked. In
sponsored show stream or as a 30-second commercial
each situation, Shane’s essential things comment on what’s
segment on television. Employing both television and
happening, highlighting the relationship he has with them.
online entertainment mediums provides a variety of placement options. State Farm is then able to target
Placement
The print ad series will be placed in the following popular
specific markets by airing the commercial on specific
convergent magazines: Us Weekly, Cosmopolitan, Sports
channels and shows.
Illustrated and Wired. The print ads will also be placed in nine high ridership bus stop shelters. The iPhone version will be
Substantiation
The commercial effectively portrays the simplicity
placed in the tech oriented Wired magazine; the valuables
and necessity of State Farm insurance in a fresh and
focused ad will be placed in Sports Illustrated, and the car ad
appealing way. Shane’s character sets the humorous yet
will be placed in all bus shelters as well as all print publications.
relatable tone, highlighting the implications of having one’s essentials compromised. A witty, tongue-in-cheek
Substantiation
In each ad, Shane looks quite clueless about what is going
style maintains the energy of the commercial all the way
on around him, highlighting how easily Convergents get into
up to the resolution.
risky situations. Moreover, the series brings light to the truth that people build relationships with their things. However,
Success
State Farm will evaluate the increase in sales of insurance
the relationship is one-sided, with the person ceasing all the
Measurement
policies during months of commercial release, along
benefits and the things at the whims of their desires. The print
with tracking spikes in the number of hits on State Farm’s
ad calls attention to the reality that we nonetheless depend
YouTube channel, Facebook, and Twitter.
on these things, and if they could speak they would ask for you to get State Farm.
Success
State Farm will evaluate the number of impressions made
Measurement
through the print ad series. In addition, and increase in brand awareness, website traffic, as well as conversions will indicate success of print ads.
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Pocket Agent and Web Account Continuity
thatsit.com
1 The Account Log
3 My Essentials:
The account log is a new feature that
State Farm acknowledges that
includes a full timeline of past Claims,
Convergents don’t have much, so what
Phone Calls with Agent, Messages
they do have is a long-term investment,
State Farm recognizes that the old 1-800 style of customer
with Agent, and Accidents that were
which is why keeping inventory of all
service is being replaced by new channels of communication
• To help people manage the risks of everyday life and recover
documented with the iPhone. The log
valuables is important. State Farm also
that offer instant access, robust feedback loops, and a rapid
from the unexpected by having instant connectivity to an
will be available on the customer’s State
encourages taking inventory to make claim
response. State Farm’s legacy as the first and best choice for
agent
Farm website account and the Pocket
settlements, such as a robbed apartment,
Agent. The log makes insurance less
go more smoothly. The “My Essentials”
ambiguous for Convergents, who believe
feature of the updated Pocket Agent
full-access comprehensive knowledge is
makes the process less tedious by enabling
not a privilege, but an expectation. In an
the iPhone to take the person through the
industry like insurance, the lack of access
steps of inventory, with tips (i.e. taking
QR Codes
to personal account history is contributing
picture along the process) and options to click on (i.e. electronics, clothing). Just by pressing a few buttons, you can add the
In the Digital Age, linear flow of communication is evolving into continuous, instant dialogue through multiple channels. Description
Every execution in the “that’s it.” campaign will link back
Description
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
Videos
insurance service is reflected by its interconnected system.
“that’s it.” commercial is the featured video
Every interaction matters, which is why State Farm has developed the Pocket Agent to compliment already existing
Connects to the State Farm Twitter account
Just Ask Us
Applications
• Promising a quality partnership between consumers and State Farm
services such as online access to account information.
Connects to the State Farm Facebook account
A multidimensional service accessible through several mobile phone platforms reflects State Farm’s underlying culture and brand values:
aka Quick Response Code, will
to the overall distrust and confusion with
Connects to the State Farm Formspring account, an
accompany all visual executions.
insurance.
open-forum for people to express their concerns and
Scanning a two-dimensional bar code
inquiries or comment on State Farm in general.
with your phone will redirect the user
Accidents
picture. The inventory is then available for
to the “That’s it” website. The code will
State Farm makes documenting accidents
viewing on the online account.
be present on all visual ads.
less stressful with the “After an Accident”
Pocket Agent and Road Trip App
item to your inventory with an optional
and “Document an Accident” functions
Substantiation
of the Pocket Agent. The updated Pocket
4 Connectivity between
Young adults crave independence and although 50%
Agent gives you the option of continuing
Pocket Agent and online account:
of them are still financially dependent, many of them
onto “Document an Accident” as the
The updated application and online
feel the need for both a personal agent and personal
last step of “After an Accident”. Also,
account integrates new features and
attention. The “that’s it.” website offers a convenient
the “Document an Accident” function
ensures effortless fluidity between the
place for Convergents to learn about insurance,
4. Get a Quote
automatically records the date, time,
two platforms. Information on the app
empower themselves, and build a relationship with
Users receive an instant estimate on auto
and location of the accident. Recording
is also accessible online and vice versa.
State Farm.
and renters coverage.
information from “Others involved” is now
Documented accidents and inventory
under “Required Items”. Lastly, the option
are automatically logged under “My
to “E-mail” allows you to check your Agent,
Documented Accidents” and “My
1
2
3
Success
Web analytics will determine the main site’s ability to
5. Pick Your Agent
Measurement
draw traffic to the ancillary sites and vice versa.
This room features a map of agents across
Others Involved, Others (i.e. parents), and
Inventory” sections when logged onto
the US and a search engine where users
Yourself to receive the full accident report.
www.statefarm.com. Also, the account
type in their zip code to find a local agent.
2 Fast Estimate
platforms. The messages/alerts that
6. Pick Your Pay
The “Fast Estimate” tool is a feature
are accessible on the website are now
Pick Your Benefits This room allows users
available on the website that
received on the phone application. Lastly,
The interactive website shows the inside of State Farm’s headquarters,
to customize their insurance policy and
accommodates Convergents’ expectations
non-online transactions that were not
offering our target an honest, insider’s perspective of State Farm as a
tailor their coverage to fit their lifestyle.
for quick and easy information. The tool
previously available on the online report
is one of the first features of the updated
are now available for viewing on both the application and the website.
What’s ‘it’?
brand. The virtual building consists of six rooms. Each room conveys valuable information that helps breach both the knowledge gap and trust
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log is available for viewing on both
gap between Convergents and State Farm, helping users make an educated decision about their insurance policy.
1. Why Insurance? Users learn why
2. Why State Farm? Users learn how
3. Get the Basics This room describes the
Pocket Agent for users who do not have
having insurance is important as a
State Farm offers the best quality and
basics of Auto & Renters insurance in easy-
State Farm accounts.
young adult.
most accessible services.
to-understand terms.
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Online Video Bids 4 College Tuition
Description
This web-based contest funds a year’s worth of
Sports + Videogames
State Farm National Youth Initiative Board
Description
Title
“that’s it.” NCAA Dunk Contest
Title
Thumb Wars
Title
Video game “that’s it.” Replay
Title
And it’s outta here! That’s it.
Description
Our target demographic already loves the NCAA’s
Description
This is not just your generic foam finger! Just like State
Description
The Slamdunk Recap capitalizes on Convergents (who
Description
Everyone remembers that game-changing moment when your
The State Farm National Youth Initiative Board is an enhancement of the
college tuition for 200 winners while also familiarizing
previously-existent State Farm Youth Advisory Board. The age requirement
Convergents with State Farm’s agent-based model.
is now broadened to 17-22 years old to include those graduating high school,
annual “State Farm College Slam Dunk and Three-Point
Farm’s service, customization is key. The “that’s it.”
spend an average of 14 hours/week playing video games)
favorite player scores that impossible shot; you scream, yell, and
Here’s how it works: at www.statefarm.com/thatsit,
entering college, in college, and those nearing college graduation to enter
Championships”. To draw even more attention to State
foam finger is personalized for each university to play
by creating in-game State Farm advertisements and
throw high-fives up all around you! They make it look so easy!
students browse a list of 200 agents, then choose an
the work force. The two extra years broadens the scope of applicants to
Farm’s contest, LeBron James is guest judging, and the
off of their school rivalries. For example, UCLA Bruins
sponsorships. The State Farm logo is placed on virtual
The State Farm scrolling banner captures the exuberance of
agent and submit a 2-minute video message explaining
a demographic with more life experience, worldly insight, and a realistic
winner has the opportunity to face-off with him in a
will receive thumbs up foam fingers with a UCLA logo
banners along the court and on the outfield wall. State
this heart-pumping moment, perfectly capturing that amazing
why they deserve the scholarship. No forms or boring
vision of what they want to see achieved. With more independence comes a
3-point shootout or dunk contest. Before the contest,
and the “that’s it.” slogan on the blue thumbs up side.
Farm also sponsors instant replays, so that the onscreen
shot and associating it with the ease and grace of State Farm.
essays; a quick video message means automatic
greater appreciation and interest for the influence of the Board.
State Farm is also holding a viral video competition on
Students can then playfully taunt their rival by flipping
announcer yells “that’s it. that’s it. that’s it.” right before
The banner includes three alternating images. The first displays
their website where Convergents will be able to post
the foam finger over, showing a USC logo on the red
the recap.
the standard State Farm logo. The second flashes the “that’s it.”
Moreover, Convergents recognize that State Farm empowers their age
their own dunks and comments. The top five videos will
thumbs down side.
The competition will be entirely web-based, and will
group and they can participate in the Board’s philanthropic efforts with the
be aired during the contest and the State Farm “that’s it.”
launch during December 2010 to avoid hassle revolving
Facebook “Thanks for Being There” campaign. The campaign allows people
banner will flash across the screen in between videos.
tax filing and FAFSA.
to post statuses tagging “Thanks for Being There” and the philanthropy
entrance. Each agent then chooses one winning video.
Placement
they wish to receive a $25,000 grant. The top five non-profit organization
Substantiation
Placement
Placement Placement
State Farm’s social media websites advertise the contest.
The spiking costs of college tuition is a hot-button
that are tagged will receive a grant that is part of the Board’s 5-million dollar
The contest is airing on ESPN around the same time as
topic for students. By addressing a key concern of our
budget.
the dunk contest.
of images with different phrases such as “Nothing but net!” (each
The foam fingers are strategically placed at colleges
Woods PGA Tour ‘11, and NCAA Basketball ‘11, all of which
phrase corresponding to a specific sport).
with well-known public rivalries, primarily during NCAA
are popular among Convergents. By advertising in these
football and basketball seasons.
video games, State Farm presents itself as youthful and fun-loving.
Substantiation
demographic, State Farm reaffirms its compassion while gaining student affinity and developing a face-to-face
Advertising to apply for the Board and the “Thanks for Being There” grant
Substantiation
campaign will be promoted through Facebook Ads and through Twitter.
relationship with Convergents.
Success Measurement
submitted, the amount of tuition website traffic, and the
Substantiation
initiating social change. Meanwhile, philanthropy is one of the most relevant
amount of press covering the contest.
issues for Convergents. The Board serves a a medium for State Farm
Substantiation
target’s emotional experiences. The foam fingers also
dollars in revenue; by 2012, 190 million households will
21 years and older. The video uploading format of the
easily integrate into the entire “that’s it.” campaign.
have a next-generation video game console. -grabstats.com
The Board embodies State Farm’s devotion to empowering the youth and
already knowledgeable of and also allows for creative
Success
State Farm will track the number of impressions on the
online interaction.
Measurement
“that’s it.” Website for a month after the start of the
Success
State Farm will count the number of website hits and
game and the number of QR Codes activated.
Measurement
video uploads in addition to the television viewership
Success
State Farm will count the number of website hits and
Moreover, the “Thanks for Being There” campaign is a simple way for all
Measurement
video uploads in addition to the television viewership
Convergents to voice their opinion and support efforts that they believe in.
during the contest. State Farm will also compare these numbers with the number of insurance options that
20
In 2009, the video game industry generated $20 billion
The majority of viewers of the NCAA tournament are
and Convergents to work together on issues that they both care about.
Success
State Farm will measure the number of applications to the State Farm
Measurement
National Youth Initiative Board and the number of times “Thanks for Being There” was tagged in the Facebook status.
were purchased after the contest
Placement
football, basketball, and baseball stadiums.
Convergents, as ESPN’s primary viewers, are avid sports
Substantiation
College Football: TENNESSEE VS. FLORIDA, SEPTEMBER 18, 2010 CAL VS. STANFORD, NOVEMBER 20, 2010 UCLA VS. USC, NOVEMBER 20, 2010 AUBURN VS. ALABAMA, NOVEMBER 26, 2010 MICHIGAN VS. OHIO STATE, NOVEMBER 27, 2010 College Basketball: KANSAS VS. MISSOURI, JANUARY 25, 2010 CINCINNATI VS. XAVIER, DECEMBER 13, 2009
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
during the contest. State Farm will also compare these
Partners
banner ads that are displayed at sporting venues across the county such as at Pauley Pavilion. Wrigely Field, and other major
contest appeals as a medium that Convergents are State Farm will track the number of video messages
The scrolling banner builds off of State Farm’s already-existing
State Farm gains student affinity by aligning their simplicity, relatability, and unique personality to the
Placement
slogan when a player scores. The last panel consists of a variety This execution is placed in NBA Live ‘11, NBA 2K11, Tiger
numbers with the number of insurance options that
Success
it.” website for a one-month after the implementation of the
were purchased after the contest
Measurement
Digital Billboards. Considering the response of the region where the majority of viewers exist while bring a more accurate measurement of success.
Partners
Yankee Stadium The Staples Center The Pasadena Rose Bowl
21
Can I Get an Encore?
The Hashtag (#) Meets The Hangover
Road Trip Phone Application
Two cent Taxi Ride
State Farm guides your journey. One application. That’s it. Description
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.
Substantiation
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
Description
Just last year, State Farm surprised music lovers at the
Description
Between the tiger in the bathroom and a few missing
Description
instantly connected to your Facebook, the application
Coachella Music Festival with a tent that offered concert goers
teeth, it’s hard to choose the funniest scene from The
depressed to find one lonely twenty dollar bill in your wallet. But
shows State Farm’s understanding of digital and social
free DJ lessons and burned CDs of participants’ mixes. This
Hangover. State Farm is ready for more hilarity with the
as you get ready to pay, the driver turns around with a welcomed
connectivity. Lastly, the application is spread virally through
year State Farm wants an encore! But this just isn’t any regular
premiere of The Hangover II and we want Convergents
surprise: “That’ll be two cents. The rest is on State Farm”. With
the picture that is instantly uploaded onto Facebook. By
comeback, this is an encore for the people, by the people.
to be a part of it, literally! State Farm tweets “How would
this taxi ride giveaway, State Farm gives out 100,000 taxi rides,
showing up on Facebook News Feeds, State Farm becomes
Concert goers will cast their vote by texting “that’s it” to a
you salvage a potential friendship with Mike Tyson after
valued at up to $20. The passengers also receive a “that’s it.”
part of the online conversation.
specific number assigned to a few select bands. Participants
stealing his tiger? Reply with “#thatsit.” and the funniest
card with a link to the “that’s it.” website. As an incentive, the taxi
will receive a confirmation text that says, “What does State
one wins a premiere pass! Twitter users have three
companies receive an additional $5 per ride.
Farm need to get your favorite band to play the last night of
days to come up with their funniest response. The cast
Coachella, for FREE? Your text! “that’s it.” On the last day of
will choose the top five who will win VIP passes to the
the festival, State Farm announces who the fan favorite is
premiere of The Hangover II.
Placement
according to the number of texts received and the encore concert will be held the same night- free of charge!
Placement
Download the application
Start your newest Road Trip
Stops on the route.
This giveaway takes place in major cities (Chicago, New York,
Log in with your Facebook account, connect to
• Map View
Find me a...
Boston, San Francisco, and Los Angeles) during the most popular
• See your friends as moving points
Coffee Shop
“party” holiday, New Year’s Eve.
Facebook friends are added to your “My ‘On the
Traffic View Option
Rest Stop
Road’ Trip” network
• Weather forecast with driving tips
Gas Station
Self-selected stops along the way
Fast Food
• Status Box in upper-right hand corner with
Add these stops as points on your Map View
Given its viral nature, the #thatsit tag will establish a trending topic. The sweepstakes is publicized through
Placement
As the taxi drives you home from your favorite nightclub, you’re
Substantiation
Convergents are the demographic most drawn to clubs and
This encore concert occurs at four different music festivals
the State Farm Twitter and also through the buzz of
bars. This giveaway makes it easy to target the demographic and
Planning your Road Trip
across the nation: Coachella, All Points West, Bonnaroo, and
the film.
reaffirm State Farm’s dedication to saving its customers money.
Program your destination
• Projected Arrival Time
Add friends from your “My ‘On the Road’ Trip
• Driving time • Average mph
Lollapalooza.
Substantiation Substantiation
The Hashtag meets The Hangover II Sweepstakes is easy
Success
State Farm will look at the number of impressions on the that’s it.
Network” to your “Caravan.” They will be sent
These festivals each attract up to 250,000 people every
for everyone to follow and entertaining enough to keep
Measurement
subsite and the number of QR Codes activated.
Facebook invites.
year, with a majority of them falling in State Farm’s 18-25 year
the buzz alive. The Hangover was an instant hit across
old target market and helps to brand State Farm as a youth-
the nation, particularly amongst the nation’s youth, so
friendly company.
this sweepstakes targets our demographic perfectly and
as Chicago Carriage Cab, New York Taxis, Boston Taxis, San
helps the State Farm brand become familiar to them
Francisco Taxi, and Los Angeles Taxis.
Success
The votes gathered via text messages and number of
Measurement
attendees during the encore concert will be analyzed to determine success.
through fun events and unique prizes.
Name your Road Trip
Partners
The largest local cab companies across the country such
Success
We will track the number of times the applications is
Measurement
downloaded, as well as the number of friends on Facebook that the application users have.
Update your Facebook Status with your location
View My On the Road Trip Network
View Caravan See other caravaners Status Boxes
View a complete list of your friends with their last road trips/dates, road trip points, and when their first road trip
Caravan Chat
was
Chat room with all your caravaners At the end of the trip, the application will automatically
Success
The number of people involved will be tracked through
upload a Road Trip picture to your Facebook as a picture
Measurement
the Twitter website. The trending topic with the hashtag
that will automatically tag your fellow caravaners.
also makes it easier for State Farm to track how many searches regarding this event happen on a daily basis.
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23
Your Car Wants to Say Something
Description
State Farm to the Rescue Web Banner Ad
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
Description
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
unharmed, but the car always sustains some type of damage.
truck comes into view. When the user slides the cursor across the banner, it drags Right in front of parking spots, we place digital boards that run scripts and pre-
the State Farm vehicle over the wrecked car and instantly pulls it back onto the
recorded audio. When the digital board’s sound sensor picks up the sound of a car
road as if the wrecked car is being towed. After the car gets back on the freeway, the
door closing, it triggers the script and audio to begin playing. This makes it seem as
words “that’s it.” appear. The man is then shown in the passenger seat of the tow
if the car has a voice and can talk to the driver or any passerby. Immediately after
truck with a smile of satisfaction.
Media Plan
the car parks, the board speaks:
Placement
“That’s it! We need to talk about my road anxiety. Not having insurance gives me
We target websites that are commonly used by Convergents, spanning a wide variety of genres, from novelty sites to online resource sites.
“That’s it? I gave you seatbelts. You gave me... love taps? No. That’s when you leave.”
Substantiation
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
low self-confidence.”
the ad coming across in an abrasive manner.
Placement
Public parking spots and parking structures in high traffic areas of Los Angeles
Substantiation
This execution will be held in Los Angeles during the first two weeks of August. Los Angeles is a high traffic area full of influencers; a city at the forefront in terms of
Success
We will easily be able to measure how many times the banner is clicked and how
Measurement
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.
generating cultural knowledge. Our main goal is to generate positive viral buzz that will posit State Farm as original and creative.
Success
State Farm will track clicks on Twitter, Youtube views, and mentions of the
Measurement
execution on various blogs.
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25
Media Overview
Objective
We want to help State Farm achieve the following: growth through Young Adult auto and renters
Evaluation of Campaign Health/Success
How
Obtain optimal levels through the following
Continuous
Quantitative
mediums:
Maintenance
• 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
policies, retain legacy Young Adult auto and renters policies, and obtain optimal reach and frequency through integration of tradition, non-traditional and digital media.
Traditional
Ad Team will be taking an Integrated Offensive
TV
Rollout and Budget
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)
Approach: penetrating different advertising
Who
mediums in a stream-lined format
Bus Stop Ads
Convergents with no particular affinity towards
Magazine Ads
insurance brands as well as existing State Farm policy holders. What
Brand messages delivered in areas of high
Interactive Interactive Web Banner Ads
Periodic
Quantitative
Check-ups
• Online survey on www.thatsit.com
opportunity and concentrated target population.
Search Marketing When
PR Pulse scheduling- Maintaining a constant flow of ad placements, catered specifically to our target
Qualitative
• Pretest and post-test of campaign in focus groups
May 2010-May 2011
Events
composed of target market
• Usability testing of website • Creative Copy Testing
market, through the entire year with higher spending during certain months .
Giveaways
[refer to media rationale on pg. 26]
Guerilla Marketing Traditional media will be displaced during specific periods, mostly during the first two months of the launch, as well as early Spring and Winter. Where
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.
26
27
Partnerships
Media Rationale
Magazine Ads
Bus Shelter Ads
Television Ads
Search Marketing
Web Banner Ads
Guerilla
Placement: Specific
Placement: Specific cities that
Placement: Mix of Network TV
Placement: Google
Placement: Various sites
Placement: Los Angeles
publications catered to
coincide with our 2cent taxi
and Cable TV; specific placement
Convergents, furthered
execution.
on Convergents most watched
Timeline: Entire duration
covering a wide spectrum
Timeline: The first two weeks
shows.
of campaign (May 2010-May
of site genres, such as social
of August 2010
2011)
media, blogsophere, lifestyle
segmented by gender. Timeline: During the month
popular to our demographic,
Timeline: Varies by outlet-
of December (to promote taxi
Timeline: Varies depending
Placement varies around
execution)
on specific TV show, with more
Rationale: Google is the
placement during May and
number one search engine
November.
in the nation. We want our “That’s it.” campaign to
specific events with high target market following.
During the months of June and July
Title Description
Honda
Title
Property Management Corporations
State Farm is partnered with national Honda and
Description
State Farm is partnered with Property Management Corporations
Ford Dealerships. With the purchase or lease of any
near College campuses across the nation. When new renters sign a contract with these companies and bundle it with State Farm’s renters
and culture, finance, as well as
Rationale: Los Angeles is
2010 Honda Civic, Honda Fit, Ford Fusion, or Ford
niche humor sites.
among the cities with the most
F150 models, new buyers have the opportunity to
insurance package, they receive a 10% discount on their insurance
individual drivers in the U.S.. It
bundle their new Honda or Ford with a new State
policy as well as their monthly rate.
Timeline: Varies depending
is also a city comprised of many
Farm insurance package and receive a 10% discount
on site.
young culture connoisseurs.
on their insurance policy as well as their car purchase
By performing our guerilla
or lease.
Fall and spring fashion shows for
Rationale: In order to build State
Rationale: We chose specific
become synonymous with
women (Cosmopolitan)
Farm’s brand awareness prior to the
TV channels that featured shows
State Farm as a brand, so we
Rationale: We placed
tactic in public parking spaces
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.
2cent taxi execution, we will place our
that not only garner high ratings
will use search marketing to
banners in sites that
in Los Angeles, we will not only
The biggest technology expos
print ads in public bus stops of five
with inour target demographic,
capitalize on “That’s it.” as it
are embedded into the
hit a high percentage of our
dealerships nationwide during the months where
of the year (Wired)
high traffic cities we chose for the taxi
also fit in cohesively with the tone
builds momentum throughout
demographic’s daily digital
demographic, but also tap
new car purchasing is the greatest.
execution.
of our campaign. We chose May
the year.
media habits. By targeting a
into the specific “influencer”
as a heavy TV placement month
wide spectrum of genres, we
segment of the “convergents”.
Coincides with football and
Placement
Placement
The car partnership takes place in participating Substantiation
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
Substantiation
Honda has an established reputation for producing
opportunity to introduce the concept of renters insurance as well as make their presence more well known amongst the college audience.
basketball seasons (ESPN,
Bus ads were also placed in cities with
in order to launch and end our
ensure that we gain the highest
safe, efficient and affordable cars. By establishing a
Sports Illustrated)
a high college student population
campaign, as well as November
reach possible, thus managing
relationship with them, we can convert new Honda
as well as high bus ridership in
during the “sweeps” period, when
our $40 million budget
buyers to switch to State Farm, while giving Honda
Rationale: We placed our print
order to provide our campaign with
viewership is at a peak.
efficiently.
an opportunity to provide a lead for their dealers to
Success
State Farm will track the number of new conversions or
ads in very curated publications
visibility during months of low media
sell more vehicles. Likewise with Ford, it connects
Measurement
insurance purchases that were bundled with the purchase of a
in order to maximize our reach
placement.
to an iconic American brand while remaining within
goals in a way that utilizes our
new rental contract.
a college student or recent graduate’s budget. The
budget in the most efficient way
Bus ridership %
Ford F-series has been the most popular pick-up
possible.
Jersey City- 46.16%
truck for nearly three decades, while the Ford Fusion
Boston- 31.6%
was rated Motor Trends 2010 Car of the Year.
San Francisco- 26.43% Arlington- 26.28%
Success
State Farm will track the number of new conversions
Measurement
or insurance purchases that were bundled with the purchase of a new vehicle.
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29
Conclusion
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.”
Credits
Supervisors
Planning
Ideas
Design
Megan Quint
Rachel Kucera
Christine Takaichi
Jon Gacnik
Karla Liu
Jenny Ta
Eloisa Julio
Catherine Le
Jason Owyang
Kevin Tran
Garret Verstegen
Being in a car and cruising to deafening music has been a token of youthfulness since the 1940’s, when State
Linda Jin
Christine Haroutourian
Farm secured its position as the leading auto insurance company. Things are no different today; State Farm
Krystal Yee
Yina Qiao
still protects the things that govern Young Adult lives. In this day, advanced technology like smart phones and
Brandon Stone
Sam Milechman
computers are depended upon for communication, knowledge, and self-expression. Living spaces and the
Nicole Shamtoob
Allen Secretov
things in them are the little that proclaim young adult independence and individuality.
Hannah Lewis
Fredo Chen
Jahan Djalali
Raquel Castro
Overwhelmed by the thrill of living independently and emulating their perceived notions of adulthood, young
Will Lam
adults get carried away and distracted from precautionary measures that are well-established for their
Candice Chen
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. ” 30
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