TYPE OF WORK: Campaign Strategy, Brand Experience, & Print Design
GOAL:
Build a $150,000 advertising campaign strategy and customer experience to help attract more college aged and young professionals to purchase State Farm Insurance. Deliverables include a print advertising campaign, promotional event, and mobile application.
Build a $150,000 advertising campaign strategy and customer experience to help attract more college aged and young professionals to purchase State Farm Insurance. Deliverables include a print advertising campaign, promotional event, and mobile application.
CAMPAIGN TAGLINE: “STATE FARM: Ready for What’s NEXT”
KEY INSIGHT:
The State Farm’s Ready for What’s NEXT campaign was designed to turn insurance from a complicated, mysterious, and intimidating service, into a more human and pragmatic experience. Despite its primary function of protecting people from financial ruin during times of need, insurance is an inhuman process that is shrouded in a cloud of complicated agreements, ratings, and percentages. State Farm insurance as it is, does not appeal to the young Millennial generation because the market research had revealed that most Millennials are too optimistic and don’t find it necessary to pay a premium for the best insurance coverage because they don’t believe they will need it.
