Statefarm Plans Book

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.

2

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.

4

5

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

8

Market Take-away: State Farm must create a consistent personality that highlights its unique strengths

brand

9

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--

10

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.

14

“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

15

“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.

16

17

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

Twitter

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

Facebook

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

18

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.

4

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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

Twitter

• 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.

24

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.

28

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

31