CLIENT
State Farm Insurance Companies
Pam El, Mktg. VP
Leif Roll, VP-Planning & Develop.
Mark Gibson, Asst. VP-Develop.
AGENCY
Rick Korzeniowski, Sr. VP-Group Creative Dir.
Dave Kissel, Sr. VP-Group Bus. Dir.
Denise Delahorne, Sr. VP-Group Strategy Dir.
Kim Brun, Acct. Super.
Carol Dorf, VP-Strategy Dir.
Dave Schneider, VP-Acct. Dir.
Mark Jarzemsky, Assoc. Creative Dir.
OMD
SUMMARY
Young adults perceived State Farm as a brand that was out of touch with people their age. We had to get them to recognize that State Farm was a brand for them. Our objectives were to improve their perceptions of the brand and increase auto and renter policy sales production among this group. We enticed young adults to engage with State Farm with unbranded advertising messages about novel insurance moments that prompted young adults to wonder 'now what?' and drove them to nowwhat.com to find the answer. This website was a contemporary and relevant means for State Farm to interact with this audience and worked hard to change brand perceptions and drive sales increases that exceeded our goals.
