This document summarizes the strategy and creative work of the Twelve agency for a campaign targeting Millennial insurance customers for State Farm. The agency conducted research that showed Millennials have little interest in insurance and do not strongly identify State Farm's brand. The agency's strategy is to position State Farm as an "Innocent" brand focused on doing good through a campaign asking "Are You Good?". The creative work will use viral videos, billboards, print ads and a microsite to attract attention, build the State Farm brand and continue the conversation around doing good.

2. Twelve is an agency comprised
of twelve radically different
individuals focused on one goal:
to deliver the most innovative and
creative strategies for companies.
In our meetings, we may sound
like twelve angry men. But in our
mission, we work as one seamless
unit. We are passionate. We are one.
We are Twelve.
ABOUT OUR AGENCY 02 Executive Summary
03 Research
10 Creative
27 Media
32 Testing & Evaluation
33 Budget
09 Strategy
TABLE OF CONTENTS

3. 02 03
Who are Millennials?
· 18-24-year-olds
· Newly independent or soon-to-
be independent
· Single and renting their living
space with roommates
· Frequent Internet users, spending
a majority of their time online
Where do Millennials spend most
of their time online?
According to our survey
respondents:
· Facebook (56%)
· Email (25%)
· Google(12%)
· Twitter(3%)
· Hulu(2.5%)
· YouTube (1.5%)
When do Millennials think about
insurance?
· When they’re in an accident,
which 44% stated they had been,
but...
· 48% state they rarely think
about insurance
· Only 35% state that they found
insurance to be very important
Why do Millennials buy the
insurance they buy?
· 37% responded they will likely
stay with their current insurer
over the next five years
· 49% state that price would most
likely be the cause of changing
insurance providers
· 50% value reliability in an insurer
among other traits
When we at Twelve started our campaign, we began by discussing our
own thoughts about insurance. What kind of insurance do we have?
What campaigns could we remember? What companies first came to
mind? We realized that we knew very little about insurance beyond what
campaigns we could recall on television, and we knew even less about
the category of insurance itself. Most of us could recall the State Farm
jingle and slogan, but none of us could think of a specific campaign.
Those of us who remembered the jingle had very little idea what that
meant for us.
What was worse was that many of us were on the brink of independence,
finishing our senior year and thinking about everything the world would
open up to us the moment we were on our own.
So we began asking some basic questions. How would we want
insurance to cater to ourselves as newly independent? What is
insurance all about?
Then we structured our whole campaign around one idea: insurance is
about making sure that you’re good when the tough times come. It’s
about being an adult without being overcome by the worries of an adult.
It’s about making the idea of insurance good again, and not something
you only associate with car accidents and paperwork. It’s about getting
good, being good and understanding good. And our campaign is about
taking that good message of State Farm to the doorstep, DVR and
desktop of today’s independent young adult.
CONSISTS OF THE MILLENNIALS
OUR TARGET
RESEARCH
EXECUTIVESUMMARY

4. IN-DEPTH INTERVIEWS:
Respondents base their knowledge
on what they see in advertising.
Setup
30 individual interviews targeting
general insurance knowledge
Results
· Respondents associate insurance
with advertising
· They remember icons that
represent insurance providers
· They have little knowledge of
State Farm, but recall portions of
the slogan
Sample Responses
· What images come to mind when
you think about insurance? “TV
ads, like, specifically, Esurance. I
see the Esurance girl.” –Greg
· What images come to mind
when you think about insurance?
“Definitely the Progressive girl,
with the red lipstick.” –Jamie
· What comes to mind when you
think of Geico? “Geico, the
gecko.” -Cayla
· What word comes to mind when
you think of State Farm? “This is
silly, but, ‘Good.’” –Jen
· What comes to mind when you
think of State Farm?
“Neighbor” -Ursula
PROJECTIVE INTERVIEWS:
Interviewees have no personality
to associate with State Farm.
Setup
Seven projective interviews
divided into three parts: sentence
completion, brand personality, and
personal experiences
Results
· Respondents see insurance
providers as personalities
· Respective spokespersons create
brand personas
· State Farm is one of the
lesser known of the major
insurance providers
Sample Responses
· If Geico were music, what would
it be? “ I think of the Gecko in the
outback.” –Sam
· If Allstate were music, what
would it be? “ All I can think of is
the guy in the commercial.” –Adam
· If State Farm were a pair of shoes,
what would they be? “I don’t know
anything about State Farm.” –Sophia
Setup
Two sessions of eight or more
people who were asked general
insurance questions
Results
· Respondents are responsible
for more than 50% of their living
expenses, but that doesn’t always
include their insurance
· They plan to keep their parents’
insurance as long as possible
· They prefer to spend their money
elsewhere, on tangible items
Sample Responses
· Of all bills you pay for, why not
insurance? “I could probably
afford to help out a little bit. I
mean, I work two jobs, but it’s just
like I’d rather be happy and buy
little stuff here and there.” – Marah
· When do you plan to start the
insurance shopping process?
“I mean, when the time comes, it’ll
come, I guess. I’ll just have to
do it.” – Nicholas
· What exactly does it mean to
say “when the time comes,” what
is this magical time? “[I’m going
to look for my own insurance]when
I’m no longer covered by my parents’
insurance.” – Meghan
REVEAL THE IMPORTANCE OF BRAND PERSONATELLUSTHEY’REINNOHURRYTOPAYFORINSURANCE
FOCUS GROUPS 1-ON-1INTERVIEWS

5. Setup
Over 1500 quantitative surveys
administered online or in person
The Results
· 48% rarely think about
auto insurance
· 24% never think about
auto insurance
· 39% said auto insurance is
somewhat important to them
· 65% will most likely stay with
their current insurance provider
over the next year
· 37% will most likely stay with
their current insurance provider
over the next five years
· 49% said price would be the
main cause of changing
insurance providers
· 46% would probably not change
providers after purchasing a
new car
· 40% considered renter’s
insurance somewhat important
· 50% would probably buy renter’s
insurance if it came bundled with
auto at a discounted rate
With our survey results in hand, we created perceptual maps to reflect graphically the opinions of our
respondents. The surveys asked participants to comparatively rate Allstate, Geico, Progressive and State Farm on
basic qualities such as reliability, coverage and innovation. We used the results to create perceptual maps. With
different characteristics assigned to paired coordinates, the maps cross-reference data and illustrate connections
in the minds of the target market.
· Target assumes that insurance providers perceived as
cooler are less expensive
· State Farm ranks below competitors in coolness
and innovation
· State Farm ranks above competitors only in
percieved cost
Figures based on number of survey responses in which the
insurance company was rated number one for that attribute
SHOW A LACK OF INTEREST IN INSURANCE DISCLOSES PROSPECTS DON’T CONNECT WITH BRAND
1500 SURVEYS PERCEPTUAL MAPPING

6. 09
Defense of a Branding Strategy
Our research shows that the target
market is not interested in auto
insurance. The vast majority would
not purchase it if they weren’t
required by law. There is nothing
about auto insurance itself that
attracts these young consumers.
Even worse, they see no difference
between the insurance coverage
provided by major auto insurers.
The greatest distinguishing factor
our target cites among insurance
companies is not coverage. It’s
not even price. The biggest
difference they see is attitude, the
brand persona. Because of this,
we decided that a product-based
campaign would not suffice.
The best way to drive sales
is to develop a campaign that
focuses on branding and creating
a distinct personality.
Archetypes
In their book, The Hero and the
Outlaw, Margaret Mark and
Carol Pearson identify twelve
archetypes used by successful
brands to identify themselves in
the subconscious of the consumer.
Though they might not realize it,
consumers know these characters
and intuitively expect brands to fit
into one of their twelve categories.
The twelve archetypes are
divided into four groups:
Idealists, Protagonists, Populists,
and Altruists. When we began
to analyze the auto insurance
category, we noticed that State
Farm’s three major competitors
occupied three of the four
categories. Allstate, the “Caregiver,”
is an Altruist, Geico, the “Jester,”
is a Populist, and Progressive, the
“Magician,” is a Protagonist.
This leaves State Farm an obvious
void to fill. A position distinct from
its competitors and conveniently
already aligned with the brand’s
persona: Idealists.
State Farm Communications Lack
Consistency
We researched State Farm’s current
advertising and how our target
audience perceives it. We found
the target:
· Is unaware of the benefits or
details of insurance
· Is not interested in insurance
· Sees State Farm as outdated
and unappealing
· Does not see a reason to
choose State Farm
· Have a “what’s in it for me?”
attitude towards the brand
· Believes State Farm has an
inconsistent tone in their
campaigns, making the
advertising forgettable
· Some commercials are
funny (“Chapped Lips,”
“Being Cool”)
· Some are informative
(“People Trust People”)
· Some are emotional (“I’ll
Be There”)
State Farm Competitors
Communicate a More Consistent
Brand Image
Upon researching the advertising
of State Farm and its three top
competitors, we found that:
· Allstate
· Has a mature tone
· Displays its agent, phone and
online models fairly evenly
· Presents a consistently
protective and personable
feel in their advertising
· Progressive
· Takes a lighthearted tone
· Pushes phone and online
service above its agent model
· Focuses on the customers,
even offering them price-
naming options
· Geico
· Entertains the target with a
humorous tone
· Emphasizes phone and
online contact over an
agent model
· Has less consistent
advertising across
various media
SHOWSSTATEFARMNEEDSASINGLE-MINDEDMESSAGE
RESEARCH SUMMARY
Responses from our surveys and
our interviews supported each
other and led to the following
conclusions:
· Respondents base their opinion
of the insurance provider on
the brand persona
· They associate insurance
providers with the icons that
represent them
· They recollect all or part of the
State Farm slogan, “Like a good
neighbor, State Farm is there”
· State Farm lacks a consistent,
strong image
STRATEGY

7. 11
Our creative focuses on three
targeted phases of release,
the ABCs of our campaign:
Attract Attention: “When Did
Good Become Misunderstood?”
· Breaks through the skepticism of
our target by introducing them to
situations where individuals have
good intentions
· Redefines the definition of good
to our target
· Juxtaposes situations where an
individual is acting with good
intentions against a recipient who
believes them to have the worst
of intentions.
Build the Brand: “Are You Good?”
· Connects people doing good
with State Farm doing good
· Bridges the gap between being
good and doing good
· Entertains the audience while
educating them on insurance
Continue the Conversation
· Creates a call to action
· Defines the positive ongoing role
of insurance
Overview of Strategy
While the State Farm brand is not
very well defined within the target
market, we didn’t have to start
from scratch. State Farm is well
established as the Good Neighbor.
In 2009 the slogan “Like a Good
Neighbor, State Farm is There”
was inducted into the Madison
Avenue Walk of Fame. The slogan
is certainly familiar, but not very
relevant, to the target market.
Our task was to repurpose “Good
Neighbor” for a new generation,
18-25-year-olds.
The Idealist archetype we found
fit best with State Farm, and our
target market was the Innocent.
Innocent brands are associated
with goodness, morality and trust.
Not only do these attributes align
well with State Farm’s own values,
they are virtues the target market
would love to believe about any
large corporation.
Our strategy is to confront the
Me Generation on their own turf
by positioning State Farm as the
Innocent brand and refocusing
the “Good Neighbor.” We will ask
them directly, “Are You Good?” In
our campaign, the question retains
its vernacular meaning: Are you all
set? Do you have everything you need
to be a young adult? Is there anything
we can help you with? but goes on to
ask, are you a good neighbor like State
Farm? Are you doing good for those
you come in contact with?
By asking “Are You Good?”
State Farm becomes an active
voice in young adult’s lives, always
ready to help, but also imploring
them to become a good neighbor
themselves.
Confronting the Me Generation
Image courtesy of iStock Photo
COMPRISES THE STATE FARM ABC’S
CAMPAIGN OVERVIEW
CREATIVE

8. Good is misunderstood in these
billboards, early versions
of the print ads. The headlines
appear to be mean-spirited
commands, and there is no
additional copy to explain
otherwise. The next phase of the
creative brings out the positive
message in these headlines.
SERVE AS TEASERS FOR ADS TO FOLLOWASKS, “WHEN IS GOOD MISUNDERSTOOD?”
PHASE1
Congratulations! You’ve won
a FREE iPOD
Most members of the target
immediately exit pop-up screens.
When users click on the State
Farm pop-up however, they are
pleasantly surprised. It redirects
them to the microsite and informs
them that they are the winners
of a free iPod. They submit their
mailing addresses to receive their
State Farm branded iPods. Only
the first 100 to complete the offer
will receive the giveaway.
“Grocery Store” VIRAL VIDEO
As a young woman buys groceries, an unrelated man follows her. With every item that she puts in the cart, he
takes the same. He follows close behind, trying to be inconspicuous—and failing. At the conclusion of the
video, he runs ahead of her in the checkout line and purchases all of the groceries. To her surprise, he turns
around and gives them to her, completely confusing her.
“Cookies” VIRAL VIDEO
A young woman enthusiastically hands out free cookies in a public area. However, most people are
uncomfortable taking unwrapped food items from a stranger. Despite the fact that the baked goods are merely a
kind gesture, most people avoid the woman.
View viral videos on the
MICROSITE TEASER
The microsite teaser is a page that
reinforces the line “When Did
Good Become Misunderstood?”
This page links to the “Grocery
Store” and “Cookies” viral videos.
The teaser site will eventually turn
into the actual microsite.
BILLBOARDSATTRACT ATTENTION

9. The print ads provide the
punchline to the billboards and put
a positive spin on situations related
to auto and renter’s insurance.
While the headlines appear to
be mean spirited commands, the
body copy reveals them as advice
to do good – for you or for others.
QR codes at the bottom of the ads
lead the audience to the online
components. Readers can take
a picture of the code with their
smartphone, leading them directly
to the State Farm “Are You Good?”
microsite. These ads also appear as
posters in high-traffic areas such as
bus shelters, subways, and malls.
REVEALS THE GOODASKS, “ARE YOU GOOD?”
PRINT CAMPAIGNBUILD THE BRANDPHASE2

10. “Stranded”
A man’s tire goes flat in a back
alley. When he attempts to change
it, he notices a group of thugs
approaching. As the thugs come
closer, the man becomes flustered.
The gang arrives and the man
fumbles his tools. The leader sees
the man’s distress and calls the
biggest thug forward. As the man
sputters in fear, the large thug
moves him aside to change the tire
for him.
“Call Me”
Two men sit at an outdoor café
and see a beautiful woman sitting
alone. Too nervous to speak to
her, the first calls her “out of
bounds.” Despite the comment,
his friend immediately approaches
the woman. Upset and feeling
betrayed, the first man watches as
the two appear to hit it off. Once
his friend leaves, the woman walks
over to the first man and hands
him her phone number. His friend
had really been telling the woman
what a great guy he is.
A viral video promotes auto and
renter’s insurance using a rap.
One of the rappers talks about his
unfortunate situation because he
does not have insurance. He gets
into a car accident and loses his
high-class lifestyle because of a
lawsuit. The viral video format, as
well as the humor of the video and
the lyrics will attract the attention
of our target market.
The Are You Good? television campaign portrays people expecting the
worst and being pleasantly surprised by individuals doing good deeds.
These “good” people are then able to tell the person they’ve helped,
“You’re good,” (as in, “You’re all set”). Thus the recipient of the good
deed in the first commercial becomes the giver of the good deed in the
following spot, giving the campaign a “pay-it-forward” message that’s
carried through all commercials.
LYRICS
Hi there, it’s my turn, I’ll tell you ‘bout
a bad day
Living large in the morning but the rest
went differently
I was making mad cash, high and low
Stashing it in boxes like Johnny Depp
in Blow
I had 2 champ bottles for each of
my bros
And I didn’t think twice when I
bought a ‘64
I was good.
So let me get back to this terrible day
I was driving down the street in one of
my Escalades
I was thinking on my money, how much
I get paid
When outta nowhere this lady stops in
front of me
I tried to stop, well okay so I didn’t
But checkin’yourself out and driving
isn’t forbidden
It was kinda stupid now, can’t believe
that I did it
Her rear end was broken from the way
that I hit it
Wasn’t good!
She walks over to my car, looking
for a fight
Askin’questions like, “Did you see the
red light?”
I was like, “No…”
So I got out of my car, ready to dispute
She was looking kinda mad, which was
looking kind of cute
So I laughed it off, ridiculed her boots
I stopped laughing two weeks later when
I got the lawsuit
So I went from strip steaks to mac
and cheese
Living in the ghetto watching basic TV
I never ever thought I’d shop at the
Dollar Tree
And I wish to the lord that someone
would ask me
Are you good?
show that it pays to be good TELLS THE TRUTH ABOUT INSURANCE
TV COMMERCIALS VIRAL RAP VIDEO

11. “GOOD TO DRIVE?” BUS
The “Good to Drive?” buses act as
a complimentary service bringing
young adults home safely from
a night on the town. Passengers
receive branded wristbands and
hats for riding. Promotional
information at bars and
lounges advertises the service.
Bus routes serve neighborhoods
populated primarily by the
target and can be found on the
“Are You Good?” microsite.
“DO GOOD” DISPLAY
LED billboards powered by
Cisco TelePresence link two
metropolitan cities on opposite
sides of the country. For one hour a
day, the displays offer pedestrians a
chance to receive “Are You Good?”
t-shirts by making a passerby
in the other city feel good. The
displays present a challenge, such
as “Make this person laugh.” If they
accomplish their task, the displays
dispense a red shirt emblazoned
with the “Are You Good?” logo.
During off hours, the displays
cycle through “Are You Good?”
television spots and web content.
At night, the displays track the
location of “Good to Drive” buses
across the country.
In the “Are You Good?” Tour, two “Good to Drive” buses, each paired with a “Do Good” display, travel to
the cities with the greatest population of 18-24- year-olds. Traveling from opposite coasts, the tour links two
metropolitan areas by electronic display for a week at a time before moving on to the next city. The Northern
and Southern tour routes are displayed below, showcasing each city and its population of 18-24-year-olds.
“AREYOUGOOD?”TOUR
“Good to Drive” bus assures that people
who shouldn’t be driving home won’t.
LED billboards let someone on the West
Coast do something good for someone on
the East Coast.

12. The Facebook application, “I’m
Good,” monitors Facebook activity.
It gives each individual a visual
representation of how good they
are. The visual is based on that
person’s number of positive wall
posts, photo comments, “likes,”
friend suggestions, etc.
The application places a color-
coded icon within a frame. These
icons, which come from the State
Farm logo, build up over time to
create a goodness portrait. With
time, the icons become smaller and
fade away. If the user is not
active, the visual representation
becomes blank.
Hovering over an icon in the
frame opens a window showing
which action it represents. People
can take quizzes to add new icons
to their personal graphic.
Unlike most Facebook
applications, “I’m Good” doesn’t
require a change in standard
Facebook actions. Only if the user
wants to see growth will he or
she change. Different behaviors
make the individual a better online
neighbor.
The section below the goodness
portrait, called “Good, Getting
Better,” is a timeline of the
individual’s activities. It shows
improvement in online behaviors.
The State Farm microsite serves as
the campaign hub. All components
lead viewers to this site — and
vice versa. Here they can enjoy
entertainment, get involved in
events and, most importantly, learn
about State Farm Insurance. Direct
links to the main site include “See
Your Quote,” “Find Your Agent”
and the State Farm logo, tying the
microsite back to the foundation
State Farm already has built.
· Home page
· Features “Are You Good?”
viral videos that reinforce
the campaign and
advertise events
· “Events” tab
· Provides up-to-date info on
“Good to Drive” bus, “Do
Good” Display, etc.
· “Apps” tab
· Showcases existing iPhone
and “I’m Good”
Facebook apps
· “Current Campaign” and “In the
Press” tabs
· Highlight the latest ads
and news
· “Getting Started” tab
· Explains the insurance
process and provides
discount information
· ”Ask an Agent” tab
· Lets viewers send
in questions
paints an online goodness portrait PUTS EVERYTHING ONE CLICK AWAY
“I’MGOOD”APPLICATION MICROSITE

13. Tune in to Pandora ONLINE
RADIO for GOOD MUSIC
A radio station on Pandora serves
to connect members of the target
audience. A Web banner and
matching skin advertise the station.
The State Farm playlist will feature
the “best of” current music as well
as 30-second audio ads about State
Farm products. Users influence
the playlist by rating songs. Good
music serves to unify the target
audience. The radio station builds a
sense of a cyber community using
the Pandora platform.
A good day starts with GOOD
PARKING.
Parking spots in unconventional
locations at malls, sports arenas,
and other high-traffic areas provide
unbelievably good parking. Lines
and barricades on the sidewalks
next to entrances block off the
spaces. Branded signs read, “Overly
Good Parking.” The unexpected
parking spaces surprise most
drivers. Those who use the spaces
have a better start to their day.
BANNER CLEANUP brings good deeds digital
Banner ads placed on popular portal sites create good deeds on a digital domain. When these ads run, State
Farm purchases all of the ad space on the page. Two ads play repetitive sounds by default, and the leaderboard
banner asks users if they dislike annoying banner ads. When the viewer chooses to click on the leaderboard, the
ads clear. The State Farm logo replaces the ads and makes a cleaner screen.
BEFORE AFTER
CITATIONS issued by the state
of happiness.
Unlike typical citations, State
Farm citations are good. Agents
distribute them on car windshields,
and in college campus parking
lots, coffee shops, parks and other
places the target frequents. A
perforated business card at the
bottom of each citation
includes the agent’s office and
contact information.
HITS THE TARGET MARKET WHERE THEY LIVE INTRIGUES MOTORISTS AND MEDIA ALIKE
ONLINE ADVERTISING GUERRILLAMARKETING

14. PHASE3
CONTINUE THE
CONVERSATIONTHE GOODS ARE HELPFUL IN CASE OF
AN ACCIDENT
The first 5,000 members of the target
to purchase a new auto insurance
policy receive “The Goods” car safety
kit. The compact kit fits in a glove
compartment or beneath a seat. It
contains a flashlight, high-intensity
flares, two small rolls of duct tape,
a combination whistle/compass/
thermometer, first-aid kit, and space
blanket. The kit helps our target
feel better prepared in case of an
emergency. It also shows them that
State Farm cares about their safety
and encourages insurance purposes.
After the initial giveaway, “The
Goods” will be available for purchase
on the microsite.
BOXCAR OLYMPICS LETS PROSPECTS Play with Home-Made cars
The Boxcar Olympics events bring together State Farm and consumers. All participants enter as a team of two
or more, and all teams construct their own boxcars. A racetrack is set up in a city. The best boxcar design and the
winner of the race receive prizes. Viral videos of people building boxcars and driving them through the city serve as
advertising for the event. The event is an opportunity to pass out materials regarding State Farm’s auto coverage as
well as with sponsors. It occurs multiple times during the year and travels to major cities within the U.S.
COKE CO-SPONSORSHIP brings refreshment to the Boxcar Olympics
The Coca-Cola Company co-sponsors the Boxcar Olympics. Coca-Cola provides the beverages at the event. The
brand image and color of Coke work well with the Are You Good? campaign. The upbeat and youthful persona of
the company also works to introduce State Farm to a younger audience. Additional sponsorship is open to local
companies and restaurants.
PARTNERSHIPS WITH LOCAL CAR DEALERSHIPS gain new policyholders
State Farm partners with local car dealers to offer auto insurance at the point of sale for both new and used cars.
Individual agents receive toolkits for distribution to car dealerships. Toolkits include Are You Good? branded fliers,
applications, etc. Customers can finance their cars through the State Farm Bank. Their car payment and insurance
payment are combined into one monthly fee, eliminating the hassle of separate payments.
PRODUCT PLACEMENT IN FX TV SHOW reveals the benefits of State Farm Insurance
State Farm places their insurance services in It’s Always Sunny in Philadelphia for one episode. The cast of the
show portrays misfits who always get into trouble unintentionally. The collaborative episode includes the
unplanned destruction of a vehicle. Luckily, the vehicle is insured by State Farm. This episode shows that State
Farm uses an agent-based model and delivers fast, effective and friendly service.
BLANKETS bring warmth to The Salvation Army
State Farm donates blankets to The Salvation Army. The organization can distribute the blankets to the
homeless. This gesture provides warmth to the people who need it most. It also demonstrates that State Farm
does not only promote being a good neighbor, they are a good neighbor. State Farm’s main priority is to do what
is right and what is good.
CISCO SYSTEMS enable the “Do Good” Display
Technology for the Do Good Display will be provided through a partnership with Cisco Systems Telepresence.
The display showcases the quality and efficiency of Cisco’s interface, connecting people across the country as
they participate in Good Deed challenges.
PARTNERS&SPONSORSOPTIMIZE MEDIA DOLLARS

15. 27
After researching which media
possibilities were feasible,
Twelve devised a plan to increase
awareness of State Farm among
18-25 year old Independents, with
an emphasis on selling towards the
end of the plan year.
Attract Attention: The campaign
kicks off with a series of billboards
and viral videos posing the
question, “When did good become
misunderstood?”
Build the Brand: As curiosity
mounts, two interactive LED
billboards and designated driver
buses begin to tour the nation,
explaining that State Farm has been
doing good as long as they have been
around, and shifting the focus to the
consumer, asking, “Are You Good?”
Out-of-home advertising helps
explain the concept in major metro
areas. To deliver a powerful brand
experience and drive the message
home, it’s developed further using a
wide range of media vehicles, from
traditional television and print to
Web commercials, events, Facebook
applications and more.
Continue the Conversation:
The last portion of the campaign
ramps up with direct mail that spurs
the market to ensure “they’re good”
by actively researching and buying
State Farm insurance.
Insights
· State Farm trails within our
target market in a variety of brand
attributes; most importantly
“Best Communicator,” “Most
Personable,” and “Coolest”
· Target audience would “rather
be shopping” than thinking
about insurance
· 58.3% of target market browses
the Internet more than any other
daily activity
· Over 80% of target market has a
broadband connection, making
the Internet the most important
media channel
Objective
· Reach 78% of target market
with a monthly frequency of 6.3
Strategy
· Sequence the campaign with new
elements unfolding over time
· Supplement State Farm’s current
brand message without
competing with it
· Delivermediatothetargetthrough
channelstheyusemostfrequently
· Develop a new brand experience
that permeates the target’s media
selection/exposure
· Augment the creative message of
the campaign
Tactics
· Splitthecampaignintothreephases
tobuildbuzzandusecreativeto
achievemaximumimpact
· Stagger release of new content
through each phase
· Deliver creative through a wide
variety of media
· Use events to garner P.R.
attention early in the campaign
· Deliver media through growing
online outlets such as Hulu
· Focus on television and online
delivery formats
· Rely on traditional, out-of-home
placements to ensure repetition
and saturation
LEGACY PACKAGE IS for “long-time” neighbors
Legacy consumers, whose parents have State
Farm Insurance, receive a package in the mail.
The package consists of a folder that contains
three sheets. These documents provide
information on renter’s insurance, various
discounts and insurance prices. A checklist
is printed on the inside of the folder. The list
outlines the general process of purchasing
insurance and includes directions specific to
State Farm. Steps include “Read Through Our
Available Discounts” and “Locate Your Nearest
State Farm Agent.” Members of the target market
also can view the checklist on the mircosite which
has a a “Get a Quote” link. The package contains
a customizable air freshener that serves as an
interactive takeaway. Potential policyholders can
create their own air freshener using a red template
and an assortment of stickers.
POSTCARDS keep people posted
on discounts
A postcard explains the low cost of
renter’s insurance when bundled
with auto. Individuals in the target
audience who already have State
Farm auto insurance receive this
postcard. The direct mail also
describes price and protection
offered by renter’s insurance and
directs readers to the microsite.
Individuals in the target who have
no current connections to State
Farm receive a postcard as well.
This postcard encourages them to
visit the microsite, where they will
find more insurance information.
KEEPS A GOOD THING GOING TARGETS THE INDEPENDENTS
DIRECT MAIL MEDIA PLAN
MEDIA

16. MEDIA COMPONENTS
AND RATIONALE

17. MEDIA SCHEDULE

18. 32 33
We evaluated the effectiveness of
the “Are You Good?” campaign by:
· Testing campaign
understandability, persuasion
and likeability
· Asking target to complete State
Farm slogan
· Exploring the target’s response to
the phrase “Are You Good?”
In conducting one-on-one
interviews for evaluative research
we found that:
· Interviewees are able to recollect
the State Farm slogan
· “Are You Good?” is a phrase that
interviewees are accustomed
to using
· The word “Good” represents
different ideas for different
people, but has positive
associations for all interviewees
We plan to monitor the success of
the “Are You Good?” campaign by:
· Conducting online surveys six
months after its end
· Administering in-depth
interviews and focus groups
with new customers in the target
· Compiling all gathered
information into a published
annual report
We will chart the progress of the
“Are You Good?” campaign by:
· Measuring use of the Facebook
application, click-through rate of
the microsite, and views of the
viral on YouTube
· Tracking attendance and PR of
the “Boxcar” and “Good-to-Drive
Bus” events
· Analyzing responses from our
direct-mail pieces.
Television
Network–12,696,000 Impressions
Spot Cable–373,185 Insertions
Web–265,000,000 Impressions
Page Domination–137,400,000
Pandora–500,000
Pop -Up–100,000
Pre-Roll–127,000,000
Print–67,000,000 Impressions
Cosmo–29,000,000
Game Informer–38,000,000
Out-of-home
Billboard–Avg 78 GRP/City
Mall Display–Avg 54 GRP/city
Transit Ads–Avg 63 GRP/City
TESTING&EVALUATION
BUDGET

19. When twelve started this journey, we weren’t sure what to expect. Like our target, we KNEW LITTLE
about car insurance, probably less about State Farm. But our research soon revealed an amazing
story waiting to be told. State Farm’s story isn’t about cars, or money. It’s much larger than that.
a human STORY about neighbors and being good.
Twelve has taken that story and crafted a finely tuned campaign around it. We’ve met with our
market and discovered what kind of message appeals to them. We’ve developed creative that
presents that message intelligently, WITH a plan that ensures exposure through a variety of
channels. And we’ve tied it all together into a phrase that you’ll catch yourself saying for weeks.
Whether it’s asking a stranger if they have what they need, or a friend how they’re feeling, we at
Twelve have just one question: “Are you Good?”
SPECIAL THANKS
Randall White (Ellettore)
Locos Bar and Grill
Tantra Lounge
Dr. William Shanahan Ph.D
Prof. Stephen Hall
Declan Finnerty
Gabriel Stiritz
A big thank you to Google. We
used Google Wave, Google
AdSense, Google Docs, Google
Calendar and Gmail heavily while
completing our campaign.
THANKS TO OUR NSAC PARTNERS
Ad-ology Research
iStock Photo
The Nielsen Company
Experian Simmons Conusmer
Reseach
SRDS
Commercial Cast
Toddrick Thomas
Rachel Middleton
Burton Runyan
Andrew McClelland
Jordyn Crawford
Michael Miano
Film Production
Prof. Michael Hofstein
Jason Clairy
Roberto Fuertes
David Davis
Gabriella Garcia Pardo
Taylor Jenkins
J.C. Greer
Matt Allen
George Hill
Nikita Carpenter
Scott Copeland
Devin Smith
Izabeau Giannakopoulos
Marie Morell
Trip Clark
David Bright
Alex Cairo
Elyse Findley
Alec Jankowski
Lauren Lenart
Amanda Mobley
Natasha Sokulski
Chelsea Spratling
Candice Swensen
Eric Willenson
Phillip White
Jimmy Zimmerman
Advisor: Art Novak