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Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
Feel Free Plans Book
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Feel Free Plans Book

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National Student Advertising Competition\'s 2010 winning book, Chapman University. Competition through the American Advertising Federation.

National Student Advertising Competition\'s 2010 winning book, Chapman University. Competition through the American Advertising Federation.

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  • 1. @nickerickson88
  • 2. Young Adults are consumed by countless responsibilities and social Circle Advertising’s 53 members, hired in September, presented the 4thcommitments*. School. Jobs. Pick-up basketball games. Movies. Annual Warlocks and Witches Ball in October. This served as our initialConcerts. They told us they perceive themselves to be the single team-building exercise, where we conducted our first wave of primarybusiest generation ever. They use social media to enable every aspect research among Young Adults to gain insights into their attitudesof their busy lives.** They told us they don’t use their time to think about insurance. Our three-month research initiative culminated onabout getting in a car accident or having their apartment robbed. They February 4 in a Chapman sound stage with Rompe, a five-hour eventare preoccupied with balancing their hectic schedules and searching where we translated our research into key campaign insights leadingfor new ways to connect. to our creative Big Idea. Our Big Idea rationalizes a logical, research- based advertising strategy, media plan, promotional program, PRMore than anything, Young Adults value their time. calendar, and creative executions. Through implementation, we tested two of our signature events: the “Get Covered” promotion and theYoung Adults told us State Farm is “outdated, expensive and a “Next Breath” PR event. Again, we don’t just tell you what we will do;hassle.” They told us the insurance agent is “unnecessary, an extra we show you what we did.complication, and an added built-in cost.” Every Circle Advertising member is an expert in social media. WhenCircle Advertising’s campaign addresses these misconceptions by you hire Circle, you inject social media into your marketing DNA.positioning State Farm as: When a Young Adult experiences an unfortunate situation that requires• A value and a convenience, saving Young Adults time. an insurance solution, it is a State Farm agent who steps in and takes• Competent users of social media, meeting Young Adults where charge, Freeing Young Adults to continue with their busy lives. Feel Young Adults meet. Free shows State Farm not only insures the cars, laptops, TV’s and• The pre-eminent insurance agent network, freeing Young Adults to bikes of Young Adults, it insures what they value most. do their thing. Their time.In the pages ahead we will present to you the strategies and programsthat reinforce State Farm’s positioning to Young Adults. You will seethat at Circle we don’t just tell you what we will do, we show you whatwe did.*source: “60 Minutes – The Millennials are coming.”**source: “CBS - The Age of the Millennials.” 1
  • 3. we set out to understand Young Adults... OBJECTIvEs We set and executed five research objectives to guide our campaign and ultimately build a lasting relationship between Young Adults and State Farm. • Recognize Independent Young Adults’ current views of Auto and Renters insurance • Analyze State Farm’s top competitors in the Auto insurance industry • Discover profitable approaches to reach our demographic effectively • Test various State Farm brand identities for recognition, recall and reinforcement of brand positioning • Attract and maintain Independent Young Adults We will correct Young Adults misconceptions and leverage the Agent network • Largest market share in the Auto insurance industry • Reposition State Farm to Young Adults • Agent-based business model • Leverage State Farm’s Agent benefits • Long history of growth and success • Exploit social media • Target Hispanics • Disproportionately low penetration of Young Adult market • Multiple agent-based models: Allstate, Nationwide, Farmers • Ignorance of agent benefits • Young Adult preferences for online communication • Inconsistent advertising • Highly saturated insurance market • Social media • Young Adults’ perception that agent based model is outdated2
  • 4. ...and found out they don’t understand you research impressions man on the street interviews california professional hotspots interviews college campuses events TOTAL warlocks & Initial research surveys and witches impressions were conducted at the SURVEYS attendees Warlock’s and Witch’s Ball general insight get covered surveys attendees parent next breath surveys attendees independent young adult surveys psychographic surveys hispanic focus surveys diaries groups Branding focus group that provided media insight on the effectiveness of State diaries Farm’s messaging and recall versus its competitors agent diaries6 different types of research gave us over 6,000 research impressions and led us tokey insights into our target demographicsBefore we could better Young Adults’ lives by being there, we wanted to understand how to turn our audienceinto brand advocates. We found out where, when and how to reach them in the most relevant and exciting way.Research diaries granted us insight on State Farm’s current physical work environment. Our media diariesrevealed the vast number of messaging vehicles our markets are exposed to everyday. We utilized the highturn out at our three events to approach our audiences in a non-intrusive way. Professional interviews with Man on the Street Interviewsauto collision specialists, social media experts, lawyers and the director for the Stanford Institute for Economic at UNLV that provided valuablePolicy gave us insights on Young Adults in relation to insurance. qualitative research insights 3
  • 5. we found 3 different markets... We split Young Adults into three audiences to tailor our approach to each segment. This allowed us to place our ads strategically, plan events and choose partnerships that are relevant to their lives. PrImary - IndEPEndEnTs There are 17 million Independents between the ages of 18 and 25 in the US that we can align with. They are extremely price- of Independents live of Independents have of Independents have in an off-campus the same insurance State Farm insurance sensitive and for the first time apartment or house provider as their are purchasing insurance without (without a parent parents or guardians their parents’ assistance. They or guardian) crave convenience, which causes them to prefer online models. sECOndary: TransITIOnal Transitionals are in between of Transitionals regard of Transitionals said price of Transitionals said dependence and independence. their family as the most was one of the determining having an insurance agent This movement provides the trusted resource when factors when choosing an would influence their final perfect opportunity to engage our it comes to choosing an insurance company decision market at a time when they want insurance company to be considered adults. Young Adults look for three leading factors in insurance: want Good Rates/Prices want their claims paid want honest fairly and promptly and trustworthy TErTIary: HIsPanIC representatives Our Hispanic target is as well- versed in pop culture as any group in the US. Their definition of culture revolves around work, of surveyed Hispanics more likely to download of the total online life and play. They also display a spoke both English and digitial content than population is made higher usage of mobile Internet Spanish fluently the average US adult up of Hispanics and is expanding more and cell phone features, allowing internet user* than 50% faster than us to connect to them through the overall US online fresh initiatives. population*4 * “U.S. Demographics are Changing… Are Your Marketing Plans Ready?” study by The Nielsen Company
  • 6. ...with three different barriersThere are three barriers separating State Farm from connecting with Young Adults.Understanding and overcoming these barriers will allow State Farm to communicate itsmessage effectively. This is a necessary step in developing our strategy.GEnEraTIOnal dIsCOnnECT aGEnT mIsCOnCEPTIOnYoung Adults experience higher brand bombardment than any To Young Adults, Agents seem outdated and boring. They viewgeneration before them. Over-saturation of the market has made them Agents as pushy and associate them with car salesmen. Presentingimmune to messaging, especially in brands they cite as irrelevant. With the value that an Agent offers will motivate Young Adults to switchbrands that engage them however, brand loyalty is extremely high. providers.State Farm is not this brand. “I wouldn’t trust the Agent, just because I’d know he’d be trying to• 11 out of 12 Young Adults correctly identified the State Farm logo sell me stuff…” –Female, 20, Focus Group Participant• Of those 11, less than half could recite the tagline “I could have gone down there to talk to someone, but that would have been a waste of time,” Female, 22, Focus Group Participant on talking with a representative after an accidentlOw InvOlvEmEnT mIndsETInsurance ranks low on the Young Adult priority list, creating another While the majority of Young Adults do not see the benefits,barrier for State Farm. Their limited knowledge of insurance keeps those with an Agent express deep appreciation for their services.them from discussing it, making it difficult to engage them. Translating this to the rest of our market is key to creating incentive to switch providers. “I don’t think car insurance has ever come up in a conversation with my friends” – Male, 21, Brand Awareness Focus Group “I really like having an Agent, they especially helped me when I got in a wreck and was in a time crunch.” –Female, 22, Man on the Street Interview* Source: http://www.statefarm.com 5
  • 7. to be effective, timing is everything After breaking through the barriers the second phase addresses the Occasions of Opportunity. These are the five periods in which Independents, Transitionals and Hispanics are motivated to think about, interact and even switch insurance providers. All executions and messaging will hit at least one of the following Occasions of Opportunity. PurCHasInG a Car mOvInG (Off CamPus/OuT Of THE HOusE) Purchasing a high-ticket item, such as a car, immediately When moving out on their own, Young Adults’ mindsets transition brings insurance into Young Adults’ minds. By focusing on from dependent to independent as they begin to realize the value of competitive pricing and the personal touch of an Agent, material property. This is an Occasion of Opportunity for State Farm State Farm can generate interest for their services. to better lives by providing peace of mind in the form of Renters insurance. GraduaTIOn This is a generation of aspiration. Whether heading into aCCIdEnTs college or the professional world, fiscal success and Fifty-six percent of Young Adults said they primarily think about responsibility dominate their consciousness. State Farm insurance after getting into an accident. State Farm can reinforce the has an opportunity to assist Young Adults as they take value of the Agent by emphasizing the time an Agent saves. the next step. dIssaTIsfaCTIOn wITH COmPETITOrs As individuals experience dissatisfaction with their providers, a key Occasion of Opportunity opens for State Farm. Available and helpful Agents motivate Young Adults to switch to State Farm.6
  • 8. finding our place and investing in ideasPERCEPTION MAP RETURN ON IDEA(where we want to be) (3yr long term)We analyzed the industry and found a lucrative position that The current ROI model doesn’t take into account the full make-up of aState Farm can own. brand. We developed a framework to measure the return on idea. BRAND OBJECTIVES 18% 10% 8% projected percentage current percentage top of mind relevancy perception of quality 92% 45% 22% 19% 16% projected percentage current percentage difference awareness being there trust compentencyWe will reposition State Farm as valuable and convenient. The valuable A brand is no longer what we say or do, but what people think and sayand convenient position is currently vacant, allowing State Farm to about us. Goals must be meaningful to our audience, in their terms, notcapture first-mover advantages. Repositioning State Farm allows it ours. Because the insurance industry is a slow yielding industry whereto become more appealing to Young Adults and differentiates it from significant monetary returns can’t be expected within a single year, weother agent-based competitors, such as Allstate. developed a framework that measures long-term brand value. 7
  • 9. understanding conventions... Before developing our own ideas, it was imperative to understand industry conventions and market perceptions. Without a complete understanding of what already exists, it was impossible to break these norms and establish resonant messaging. We developed a process called Rompe (pronounced: rome-peh) that allowed us to understand trends and evaluate creative executions, promotions, public relations initiatives and media strategies in the marketplace. Industry analysis and audience research was presented to give weight to our insights. Rompe, from the Spanish word “to break,” serves as our catalyst in understanding trends and norms that help us discover how to differentiate State Farm from its competitors. Information on the insurance industry as well as Young Adults was presented to find correlations, niche markets, insights and initiatives that have yet to be explored. As a part of the process, each of our departments displayed its findings on boards assembled in a large room. Our research included: • The history and core principles of State Farm • Insights into Young Adults’ mind sets • Creative trends in insurance advertising • Artistic trends on a global scale • Corporate responsibility campaigns • Emerging media • A yearlong calendar of nationwide events8
  • 10. ...and breaking themOur team spent 90 minutes walking through the exhibits taking notes,analyzing and discussing findings.This free-form environment fostered insights that guided the direction of ourentire campaign, culminating in a three-day process leading up to our Big Idea.Key findings included:• State Farm is a company that betters people’s lives by being there• Animated characters or live-action spokespeople ultimately alter the Agent• Online-based companies utilize gimmicks and superhero personalities to make up for the lack of a timesaving AgentAltering the Agent is untruthful and contrary to State Farm’s beliefs; wemust celebrate the Agent for what they doWe also discovered there were three basic ideas that drove advertisingexecutions in the insurance industry: We determined the best approach was to celebrate real-life situations• Altering reality and the Agent who enables you to experience them. State Farm’s• Altering the Agent strength, as a real-life company with real-life values, should be• Celebrating reality celebrated and not compromised. 9
  • 11. 10
  • 12. Translating Our InsightsInto ExecutionsBrand IdEaBettering people’s lives by being there.BIG IdEafEEl frEEThe Now What? campaign perfectly illustrated Young Adults reactingto property damage scenarios, leaving them in a state of panic anduncertainty. We have coined this gasp, the Inhale Moment. The momentafter the Inhale is the key to communicating our message to Young Adults.This is the moment that State Farm customers count on their Agent. Themoment when they realize their time is not compromised. The momentthey Feel Free.CrEaTIvE vIsIOnsTaTE farm aGEnTs EnaBlE yOu TO ExHalE, and Carry On.Inhale moments are universally overwhelming. State Farm agents make adifference in people’s lives by offering support and saving time, allowing customersto exhale and carry on with their lives. It is this vision that manifests the Feel Freemoment in a practical way.TOnEThe tone is lighthearted, empathetic and assuring. This remains consistent with the coreprinciples of State Farm and embodies the message of Feel Free.ExECuTIOnsAll executions will seamlessly integrate into the above ideas andthe tag line, Feel Free. 11
  • 13. strengthening State Farm’s relationship with Young Adults It is important to understand the stage of the relationship State Farm shares with Young Adults. There are five stages in the State Farm/ Young Adult relationship, each with tailored executions to maximize effectiveness. InTrOduCTIOn rEInfOrCInG valuE Create interest and build familiarity with the Feel Free campaign. Demonstrate specific benefits of State Farm that empower customers to Feel Free. InCrEasE awarEnEss Build a presence, create brand advocates and spread the affIrmaTIOn Feel Free message. Emphasize post-purchase services and reward State Farm advocates for spreading Feel Free. POsITIOnInG Define the value of State Farm services, participate in the Feel Free conversation and inform potential customers of the benefits of choosing State Farm.12
  • 14. as media habits evolve, so must weIt is no longer a matter of what brands can do, but what they shoulddo. Media can no longer be defined as traditional or non-traditional,but as every interaction between the brand and its audience*. In orderto re-frame our perspective in a way that encapsulates and facilitatesevery interaction between State Farm and Young Adults, we willapproach our planning with four media categories.PaId EarnEd OwnEd CrEaTEdAnything we purchase, including Anything that gives our audience Any existing touch point we Any new media vehicles thattraditional advertising. Vehicles an opportunity to invite us into have, such as our agents, offices have been designed and createdinclude: television, radio, print, their lives, making State Farm a and Web sites that enhance and specifically by us to deliver ouroutdoor and digital. topic of conversation through reinforce our message. It is usually message uniquely. word-of-mouth and PR endeavors. overlooked and often turns out to ex. spectaculars, phone• :30 spot - ABC, ESPN, be the most cost-effective. applications, branded video games Galavision, Univision • Viral Video ex. buildings, shopping bags, fleet• Print - Allure, SI, Motorcyclist • Next Breath • Parking lot takeover - major• Online - Yahoo! Telemundo, • World Cup - Kick-Off • Branded postage sporting events and concerts Hulu takeovers, Keywords & • Big Red Couch • iPhone Game - Go, Play, Win! Paid local search • Collision Card • Guerilla Executions* Source: TBWA/MediaArtsLab 13
  • 15. media and research: a winning pair After evaluating the Barriers, Occasions of Opportunity and stages of Brand Awareness, we evaluated the media vehicles that would best fit into each stage of the campaign. We will use paid media to We will use earned We will employ owned We will reinforce value We will use created media support the introduction media to reach Young media to translate the using created media to place emphasis phase of the brand cycle Adults and build a positioning phase of the because it demonstrates on post-purchase by creating brand interest presence and brand cycle to Young State Farm’s services and reward State and building familiarity. brand advocates. Adults and define State service benefits. Farm advocates. Farm’s value.14
  • 16. To respect and refresh State Farm’s established style, our CreativeStrategy will encompass the following elements to deliver allmessaging: With these elements combined with the previously presented guides,• We will connect the perception of value with State Farm Agents by we are confident that our executions will maximize effectiveness for positioning them as time savers. both the messaging of the Feel Free campaign and its• We will remain effective and relevant to Young Adults by creating successful reception. executions that are artful, visually arresting and on their terms.• We will increase retention and pass-along rates by adding value beyond the medium itself using take-aways.• We will always portray Agents as trusted, helpful and knowledgeable.• We will create executions that are cross-cultural, respecting the assimmilation of our Hispanic market.• We will maintain the substantiality of our message by placing the Feel Free logo in a three dimensional environment and reflect the Feel Free moment by having a wisp move fluidly through the logo. 15
  • 17. using well-established mediums to reach our market PrInT ad “dInnEr” Our print ads portray the seamless transition from the Inhale to Exhale moment as the Young Adult is empowered to carry on from setbacks in her day. She experiences the Feel Free moment when she realizes her Agent is there and she can enjoy her evening. PrInT ad “rOadTrIP” A CD takeaway inserted in magazines gives the owner 25 free song downloads from FeelFree.com. radIO “fEEl frEE wEEKEnd” To create brand presence on the radio, State Farm will sponsor three days of commercial-free radio in 18 major markets throughout the entire year.16
  • 18. kicking off our campaign This spot will launch at the beginning of the World Cup in June :30 second spot -between events inOn” The Young Adult’s seamless transition “Carry his day and help to build awarness for the Feel Free campaign. It will air on establishes the idea of constant motion, reinforcing the value of a State both ESPN and Univision, capturing our Independent and Hispanic Farm Agent as a time saver. By running the commercial in reverse, we markets. The spot will run from June 2010 until March 2011 with a shift the focus from his accident to the Feel Free moment that follows. pulsing strategy that alternates air time with our radio spots. He is able to live life normally because his Agent takes care of the accident. Male steps out of Walks away from car in Keys fly from his hand into Walks backwards into a Sits down with his date Talks with her over a undamaged car backwards motion another hand sushi bar finished meal Eats sushi at the table Waves and walks away Walks out of restaurant Jogs onto a soccer field Juggles soccer the Dribbles backwards down from table backwards soccer ball the field Appears in front of Enters a conference room Papers fly from the table Walks by his car, Appears worried, seeing Gives his keys to the agent an office full of businesspeople into his arms now damaged his car and smiles The design of our :30 second spot will give the illusion that each scene is placed directly next to each other. The Young Adult’s motion is uninterrupted as he transitions from scene to scene. The production design simulates the idea that he can move from one event to another 17 without stopping to deal with an unexpected event.
  • 19. making the online connection... Hulu PaGE TaKE OvEr A State Farm Agent will enter the screen and invite the viewer to watch their show commercial- free. The Agent interacts with the website, pulling away the ad to allow the show to continue. GOOGlE adwOrds Insurance related keywords will place our site at the top of the online search. Twitter testimonials will replace standard call-to-actions. Cars.COm HOmEPaGE TaKEOvEr A webpage takeover will load a site that appears to be destroyed. Users will watch the site piece itself back together, followed by the Feel Free logo appearing on the page.18
  • 20. ...and bringing it homeTransIT audIO POsTErsUnderground transit systems willfeature audio posters allowingYoung Adults to plug-in theirheadphones and enjoy relaxingnatural sounds and music beforetheir busy commute. Bus sHElTEr Bus shelter takeovers will generate brand OuTdOOr BIllBOard experience on public transportation. Those “GamE TImE” waiting to board the bus will experience The ad portrays the seamless transition from the the Feel Free message, illustrated by the Inhale to the Exhale moment as our Young Adult is big red couch decal. empowered to carry on from his unforeseen event. Bus wraP/InTErIOr TaKE-OvEr This billboard is one of two that will be used. One (Not Pictured) will mirror the magazine print ad and the other will The bus wrap will depict a damaged car create brand awareness, using State Farm red and and a helpful Agent opening the doors the Feel Free logo. of a bus, separating passengers from the accident. For non-drivers, the interior bus takeover will use vinyls to create an apartment-like setting featuring items that are covered by Renters insurance. 19
  • 21. it’s been there, whether you knew it or not THEIR INFO Name: Address: ____________ ___ Policy Number: ______________ YOUR INFO ____ _ Name: John ____ ____ Smith ____________ Driver’s Licen ___ ___ Policy Number: se: Address: 421 Y 3547961 ____________ State/License ____________ ___ Grand __ ____ St. Orange, CA ___ Place: Driver’s Licen ____ 92867_ ____ ____________ ___ ce: D9801359 Persons invo fEEl frEE wEBsITE ______________ _ lved in accid State/License ____ ent: Place: CA/G ____ IW868 ___ THEIR INFO YOUR INFO ____ ____________ All witnesse ___ Persons invo ____ s: lved in accid ____ ____ ____ ____ ent: ____ Name: Policy Number: ___ All witn Smith Name: Johnesse Policy Number: Y 3547961 FeelFree.com will include ___ _______________ _______________ ____ s: _______________ _______________ __ Address: _______________ Address: 421 Grand______92867 St. Orange, CA __ _______________ _er: Y 3547961 Driver’s License: Driver’s Licence: D9801359 information on our initiatives, _______________ _______________ State/License Place: _______________ State/License Place: CA/GIW868 _______________ Agen Name/Nu Personst involved in accident: Diez contests and will link to our mber: Alex ______ Persons involved in accident: _____________________ _______________ ___ Name: John All witnesses: Smit All witnesses: _______________ h ____________ ___ Policy Number: _______________ social media networks and the Address:421 Y 3547961 ______________ Grand St. Oran ____ _ ____ ge, CA 9286 ____ 7 ___ Driver’s Licen se: D9801359 State Farm homepage. ______________ _ State/License Place: CA/G IW868 ____________ ___Y 3547961 Agent Name/Number: Alex Diez _______________ Name: John Smith _______________ Policy Number: Y 3547961 _______________ Address:421 Grand St. Orange, CA 92867 _______________ Collision Card Driver’s License: D9801359 _______________ State/License Place: CA/GIW868 _______________ COllIsIOn Cards Collision Card Collision Cards will allow State Farm customers to Feel Free from worry, knowing they have all the necessary information to exchange after an accident. COllaTEral rEdEsIGn (not pictured) All collateral materials will be redesigned to match the Feel Free campaign. GrEETInG Cards State Farm Agents will send greeting cards on special occasions to their customers. For example: “Whole wide world meet Austin. BIG rEd COuCH Austin, meet the whole wide world. Sitting areas in State Farm offices will be supplemented with red, branded couches. These allow the Take some time to get to know Agents to build a more comfortable and relaxing environment in their office, mirroring the support and each other.” 20 comfort an Agent provides.
  • 22. if it doesn’t exist, we’ll make it GO. Play. wIn. Go. Play. Win. is an iPhone game that prompts users to take pictures of State Farm logos552-558 encountered in everyday life. This interaction TODAY, encourages them to visit various State Farm parking is on us offices where they can find clues to win a variety of prizes. sms PlaTfOrm (not pictured)ParKInG lOT State Farm customers can send a text to aTaKE-OvEr specific number, which will return a text withState Farm will utilize major their policy information.sporting events and concerts fortheir parking lot take-over initiative.They will buy out the entire lot,covering the cost of parking for BIKE TIrEattendees. Instead of a traditional laPTOP vInyl sTICKEr sPOKE InsErTparking voucher, they will receive Copy: Sometimes the best office Copy: Renters insurancea State Farm branded free parking work is done outside the office so covers your bikepass for the entire day. Renters insurance can cover your everywhere you go. So go laptop ANYWHERE you go. somewhere.Example: Parking lot takeover ofLady Gaga concert, MLB Playoffgames and music festivals. BrandEd PaCKaGInG 44 USA TaPE Branded packaging tape will act as a For about the price of 4 STAMPS, reminder of our brand at one of the you could add Occasions of Opportunity, moving. Renter’s Insurance auTO KIT mOvE-In KIT BrandEd usPs An auto kit includes A move-in kit will provide everything a Young commonly forgotten items sTamPs State Farm branded stamps Adult would need if used during the moving remind our market of the low something were to process for our Transitional cost of Renters insurance. happen to their car. market. 21
  • 23. giving the gift of giving nExT BrEaTH CamPaIGn Next Breath supplements the Feel Free campaign by empowering Young Adults to pass on the Feel Free moment through giving. Next Breath’s social media and promotional events enable participants to emulate State Farm values: mutual trust, quality and being there. Next Breath will launch its social media campaign after the initial launch of Feel Free. After you experience the Inhale and Exhale moment, there is always the Next Breath. EvEnT We tested our Next Breath event and chose to benefit UNICEF. It featured three expressions of feeling free: art, nExT BrEaTH OBJECTIvEs music, and writing. • Develop a public service campaign communicated through social media • Reach 150,000 Young Adults through events and social media efforts • ART - Local artists donated pieces and made them • Gather awareness and support for local and global charities available for purchase with proceeds going to UNICEF • MUSIC - A live karaoke band allowed attendees to let go of inhibitions while singing on stage. • WRITING - There were two boards placed at the entrance of the event. One was titled, “What makes you Stressed?” rEsEarCH Of yOunG adulTs* while the other read “What makes you Feel Free?” Attendees wrote on the board to share their experiences with each other. prefer to contribute to prefer to attend a concert charities focused on child instead of a sporting event, To further publicize the event, live tweeting was displayed wellbeing and disaster relief gala, carnvial or others on a projector enticing attendees to tweet and share the experience with their online communities with the hashtag #nextbreath. The incredible success of the event determined that it could be rolled out nationally in support for UNICEF. prefer to volunteer for a charity would not donate. prefer to donate in other ways prefer to donate money22 *based on a psychographic survey of 533 independents
  • 24. social media is our fortéwE arE TraInEd wE arE awarE Professional Interview with social media expert and author of TrustCircle Advertising incorporates In past campaigns we have Agents, Chris Brogantalent from a spectrum of majors incorporated Facebook, YouTube,at Chapman University, the most and Blogs yielding incredible results.dominant being Public Relations Feel Free gave us the perfectand Advertising (PRA). Internet opportunity to use these mediumsCommunications, a required course in conjunction with Twitter. Weof PRA is dedicated to the study designated a Twitter Task Force toof social media and its effects research and educate the team on wE arE aCTIvE We used twitter to inform followers of the progress of Circle Advertisingon marketing. Required reading Twitter and maximize its potential (#chapmanpra, #nsac) and promoted our events by linking to ourincludes top selling social media with tools such as Tweetdeck. Facebook event pages. We also developed hash tag channels within thebooks: We observed conversations that #nsac channel to communicate internally. Circle Advertising dominated involved State Farm directly (@ the conversation that existed in the #NSAC channel by maintaining• Twitterville: How Businesses statefarm) as well as indirectly over 80% of the tweets from October 2009 – March 2010. Near the Can Thrive in the New Global (tweets that included #statefarm completion of this book, the conversation eventually spread to NSAC Neighborhoods or “state farm”). We found three participants across the country and created conversation.• Naked Conversations: How influential insights: Proof of our influential strategy with social media Blogs are Changing the Way was given to us when schools across Businesses Talk with Customers • Many people unknowingly gave the nation began to implement• Groundswell: Winning in a positive testimonials regarding Circle Advertising-created World Transformed by Social their experiences with State Farm hash tags and jargon into @LarryChiang Technologies • @StateFarm created organic their conversations. conversation with followersCase studies and strategies featured regarding customer service and @State_Farm_Sucksin these books were used collectively initiativesto shape the curriculum. Outside • De-marketing campaigns wereof the classroom Circle Advertising initiated on the grassroots levelattended two major events that with twitters such as Angelafeatured experts on social media. A Russell (@State_Farm_Sucks) andpresentation by Seth Godin, author Larry Chiang (@larrychiang)of Linchpin and an interview withChris Brogan, author of Trust Agents, These three relevant insightsprovided valuable insight into the became integral when shaping ourever-changing realm of social media. social media objectives for Feel Free. “On Twitter, word can spread faster than wildfire. Companies no longer have the option of ignoring the conversation.” – Twitterville “…shift the focus from products to relationships.” – Naked Conversations “Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.” - Linchpin “We’ve taken what we’ve learned from our years as “digital natives”…to help you better understand the mind-set required to match your business needs.” – Trust Agents “People use technologies to get the things they need from each other, rather than from traditional institutions.” - Groundswell 23
  • 25. now it’s yours Next Breath will serve as the catalyst in creating new online relationships between State Farm and Young Adults while spreading the Feel Free message. Next Breath will use these four popular social media tools to maximize the reach of the campaign: • Facebook • Flickr • YouTube • Twitter sTaTE farm’s yOuTuBE CHannEl Young Adults want to connect with each other and with brands that The State Farm YouTube Channel will not only be a destination for have something worth saying. It is important to stay connected and current commercials, it will be the resource for everything State Farm. engage conversation in new and relevant ways. This includes all of the videos for Next Breath as well as promotional contests. The mixture of video uploads will work in unison to share the Feel Free idea. Videos include: InITIaTIvEs: • Next Breath Events THE GIvE away GIvEaway! • State Farm Philanthropic Events Utilizing Twitter, State Farm will announce their presence online. • World Cup Promotion – Kick-Off Followers of @StateFarm will be randomly selected to have $1000 donated to a charity of their choice. A new follower will be picked suPPOrT: everyday for a year. Followers qualify by including their Feel Free The social media Taskforce (national level) moment and tweeting at @StateFarm and #FeelFree. Using the A division within the Public Relations team called the Social Media #NextBreath hashtag, @StateFarm will announce contest winners Taskforce will maintain accounts and keep tabs on trends in the world of and charities. social media, ensuring that State Farm remains ahead of the curve. nExT BrEaTH fanPaGE “@sfagent” Twitter accounts (local level) Facebook will be utilized in order to help promote the national rollout The Social Media Taskforce will train State Farm agents on Twitter, of the Next Breath event. State Farm will participate in conversations ensuring they are competent and able to converse with Young Adults. to share their ever-present philanthropy efforts and post opportunities Implementing Twitter will redefine how the industry utilizes social media for fans to volunteer at upcoming events. Links to all charities that to connect to Young Adults. Communicating in a public forum increases received $1000 from The Give Away Giveaway will be posted, as well Young Adults opinion of trust and transparency of a brand. Below are as the names of the donors. some examples of typical conversations that would benefit followers: nExT BrEaTH flICKr PaGE • Answering basic insurance questions The popular photo gallery site will feature a Next Breath Flickr • Local State Farm event information page. This gives the Next Breath community a place to share their • Discounts that State Farm offers experiences from Next Breath events. The gallery will feature volunteers’ and attendees’ photos and stories from the events. Marketing materials will feature the Agent’s Twitter handle so customers can follow local conversations. Ex: @SFAgent_JJameson24
  • 26. making the best of a bad situationStrategy get Covered Get Covered incorporates situational sets, a paint splatter station and aFeel Free brings State Farm into communities by extending its reach dance party to evoke the Feel Free moment. It builds a platform for ourthrough live-event promotions. These events break all three barriers audience to relate to, breaking the barrier of Generational Disconnect.and provide a reprieve from the busy lives that Young Adults lead. It also breaks the barrier of Low Involvement by encouraging ourEach event has been carefully considered to target Independents, audience to take part in staged accidental sets that remind them of theTransitionals and Hispanics in various locations. need for insurance. Get Covered targets Transitionals and Independents in places they hang out: campuses and local hot spots. We executed Get Covered with two elements that contributed to the Feel Free moment: Situations There were three sets: a robbed apartment, a car with a shattered window and a bike without wheels. Young Adults experienced the Inhale moment as they interacted with these situations. They were excited to participate as each set was designed to look like a photo shoot. During the national rollout, photos from the sets will be posted online and voted on, with the first place photo becoming a print ad. Paint Splatter dance Party As participants transitioned from the situations to the dance party, they were enthusiastic about experiencing the Exhale moment at the paint splatter station. It was a space where they could let go of their inhibitions and carry on to the rest of the event. During the event, participants were given campaign branded shirts and sunglasses. As a partnership, Red Bull provided refreshments for event participants. 25
  • 27. finding new friends... THE wOrK ExCHanGE TEam The Work Exchange Team trains volunteers to work at music festivals across the nation. State Farm will sponsor a concert at each festival for the volunteers that celebrates the work they’ve done, evoking the Feel Free moment. We will emphasize festivals that run from May to June, hitting our Occasions of Opportunity of Graduation and Moving Out. wOrld CuP The World Cup Contest motivates users to express their hobbies and passions by re-enacting their favorite moments in soccer history. Videos of these moments will be posted on the State Farm Youtube channel. Viewer votes will determine the winner of an all-inclusive trip to the World Cup. This promotion makes State Farm branded content relevant to the market and breaks the barrier of Generational Disconnect. sPOnsOrs & ParTnErsHIPs Carfax IKEa ParTnErsHIP State Farm will partner with CARFAX to create a Common Issues A partnership with Ikea will increase awareness of Renters insurance tab, which will include pros and cons of specific car models. This and will hit the Occasion of Opportunity of Moving Out. As a co- partnership builds State Farm’s brand value and hits the promotion, we will set up our staged accidental sets from Get Covered Occasion of Opportunity of Purchasing a Car. in major cities using Ikea products. Expanding on Ikea’s current initiative, when people take the furniture from the set, the product ZInGO dEsIGnaTEd drIvErs description will be revealed. Each piece of Ikea furniture will have Zingo Designated Drivers will motorbike to the State Farm customer, a traced outline on the floor identifying the name and price of the put their bikes in the customer’s trunk and drive them home. We will product in relation to the benefits of Renters insurance. partner with Zingo to celebrate the responsible friend – the designated driver – by giving them a night off to Feel Free with their friends and Hulu.COm – If I Can drEam know everyone has a safe ride home. The partnership will begin in the If I Can Dream is an online reality show, streamed by Hulu, which month of March to hit the Occasion of Opportunity of Graduation, as follows the stories of five 20 – 25 year-old actors as they chase this is when people begin to think about their next step. Since this their dreams of stardom in Hollywood. State Farm will support their program doesn’t reach all of our targeted cities, we plan to work with endeavors by sponsoring acting coaches for each house member. If them to expand nationally. one of the participants doesn’t perform well at a casting, State Farm will sponsor another casting call. By presenting the agent as coach, someone that is there, we break the barrier of Agent Misconception.26
  • 28. ...and hitting the roadGet Covered will be implemented in parking lots of large music venues PR & promo timelineand university parking structures nationwide. It will be organized by get coveredEverything Events & Entertainment beginning June 2010. Everything WORK EXCHANGE TEAM “If I ca n Dream”Events previous clients include: Disney, Charles Schwab, GEICO, NFL, WORLD CUP IKEA ca rf ax zingoGatorade and many more.Red Bull, a partner of the signature event, will utilize its established May JUNE Ju ly AUG. SEPT. OCT. NOV. DEC. JAN. FEB. Mar. APRIL MAYinfrastructure with its street teams to promote the event in each of the next brea th uniseftargeted cities, concentrating on college campuses and local hot spots bloggerthat attract independents. news next breat hThe first event will take place in New York during the first week of June. flickr facebookNext Breath regional events will be executed in the same cities as Get twitterCovered but will commence in 2011. Each event will be planned andexecuted by a passionate State Farm agent “team leader” who willreceive help from volunteer street teams, drawn from MADISONnationwide charities. COLUMBUS 231,000 754,000 UWisconsin SALT LAKE CITY Ohio State St. Paul 181,000 Westminster MINNEAPOLIS INDIANAPOLIS 382,000 CHICAGO 798,000 HARTFORD BYU 124,000 national roll out map Utah UMinnesota 2,835,000 UIndianpolias UIllinois Yale Utah State PHILIDELPHIA Trinity 1,540.000 Uhartford Temple UPenn Penn State BOSTON 620,000 PORTLAND BC, BU 582,000 Emerson Portland State Harvard Reed Northeastern Lewis and Clark MIT Tufts NEW YORK SAN FRANCISCO 8.300.000 808,000 NYU USF Barnard SFSU WASHINGTON D.C BALTIMORE Berkeley 591,000 636,000 George Washington Johns Hopkins Georgetown UBaltimore American LOS ANGELES Howard 3,849,000 Chapman UCLA LAS VEGAS CHARLOTTE USC 607,000 687,000 Loyola Marymount UNLV PHEONIX Duke, 132,000 Johnson and Wales ASU UNC DENVER DALLAS Queens 598,000 ATLANTA 1,M279,000 Kings Boulder 536,000 UDenver SMU Emory Georgia, Tech MIAMI AUSTIN Spelman 413,000 757,000 MEMPHIS UMiami 27 UTexas 669,000 St. Edwards Rhodes UMemphis
  • 29. May ‘10 June ‘10 July ‘10 Aug. ‘10 Sept. ‘10 Oct. ‘10 Nov. ‘10 Dec. ‘10 Jan. ‘11 Feb. ‘11 March ‘11 April ‘11 May ‘11 2010-2011 3 10 17 24 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 TOTAL Christmas impressions production cost EVENTS Graduation Memorial 4th of July World Cup Labor Day Halloween Thanksgiving MLK Jr. Day March Mother’s /000,000 /000 /000,000 Day Madness Day Hanukkah ($) ($) PAID 10,517.4 830.7 32.0PRINT 6,915.7 29.6 14.6magazine-(OP4C) 3,457.9 14.8 0.8magazine-insert 3,457.9 14.8 7.0ONLINE 254.3 12.5 2.8homepage takeover 138.6 7.5 1.1hulu show sponsorship 103.6 5.0 1.2keywords & paid local search 12.1 n/a 5.1OOH 665.6 159.8 3.1billboard 126.4 74.6 2.3building corner billboard 119.9 49.4 5.2transit audio poster 50.2 1.6 4.2transit interior poster 14.2 8.1 5.6bus shelter 660.4 21.6 11.2bus wrap 879.6 4.5 3.0TELEVISION 1,360.1 570.0 10.0:30spot television 1,360.1 570.0 10.0RADIO 1,321.7 58.8 14.43-day station sponsorship 1,321.7 58.8 14.4 EARNED 496.8 180.0 0.9twitter: #feelfree 7.6 n/a n/afacebook fan page 8.4 n/a n/aviral video 2.0 100.0 0.0PR NEXT BREATH 25.0 80.0 0.4next breath event 6.0 57.6 0.0next breath twitter account 3.4 n/a n/a The Great Giveaway Giveaway 8.5 n/a 0.4next breath fan page 30.2 n/a n/anext breath flickr 51.2 18.0 0.0foursquare badge 6.6 4.3 0.0PROMOTIONAL EVENTS 21.1 320.5 0.4get covered 50.7 122.4 0.0work exchange team 45.1 42.5 0.0FIFA kick-off contest 0.6 n/a 0.0carfax sponsorship 1.8 7.0 0.1zingo sponsorship 0.1 n/a 0.0ikea spectacular 1.3 53.6 0.0“if I can dream” sponsorship 7.9 95.0 0.0 OWNED 40.7 885.1 0.9 collision card 0.1 28.4 0.1 feel free website 35.0 267.4 0.1 big red couch 5.4 524.0 0.5 collateral redesign 0.1 30.0 0.1 greeting cards 0.1 35.5 0.1 CREATED 396.1 3,460.0 4.8 branded packing tape 2.1 11.1 0.0 vehicle kit 3.5 295.5 0.3 move-in kit 5.1 236.4 0.3 Go. Play. Win. 40.6 200.0 1.2 parking lot take-over 150.6 193.1 2.0 SMS platform 6.0 165.0 0.2 spectaculars 4.0 387.0 0.3 guerilla 178.5 332.5 0.3 promotional items 0.01 138.0 0.1 branded stamps 5.7 235.7 0.2 total impressions 1,155,906,600 total production cost $5,355,766 28 grand total $38,783,700
  • 30. for parties of 17 million or more, gratuity is included Paid $31,338,268 Created $1,361,119 Earned $845,980 Owned $71,257 Created $3,459,918 Paid $830,772 Owned $885,136 Earned $179,990 Commission $800,000 Contingency $227,610 29
  • 31. EvaluaTIOn (mETrICs) PITCH We will evaluate our campaign through market share increases and State Farm is at a crucial crossroad. Young Adults are transitioning monetary gains. into roles of responsibility and developing habits that will carry on through the rest of their lives. State Farm has a dwindling window of auto: We will increase State Farm’s market share in the Young opportunity to reach these Young Adults before they develop brand Adult Market by 4.2% pts. We predict increases of: loyalty elsewhere. This is where we come in. Young Adults want a brand that understands them and meets them by breaking the barrier by breaking barrier of of misconception generational disconnect where they meet. Feel Free does that. By re-positioning State Farm as by breaking barrier of by retaining dissatisfied convenient and valuable on all channels, especially social media, low involvement current customers State Farm will begin to foster what will later mature into a profitable relationship. renters: We will increase market share by 1.7%pts. This percentage breaks down to: We’ve shown you not only what we will do, but what we’ve done and how it has been effective. In an age of uncertainty, State Farm is increase in incrase by up-selling currently torn between two seemingly mutually exclusive needs: conquest sales current customers • Breaking through industry clutter • Remaining true to themselves Industry research of successful and unsuccessful campaigns determined this number to be reachable and conservative.* Circle Advertising provides a way to do both. A way to remain true to State Farm’s values and engage in conversation with Young Adults. A way to inspire them. A way to Feel Free to be State Farm. POsT-TEsTInG Feel Free was put through rigorous testing and 81.3% of those presented with it liked the message, stating: • “Feel Free makes me think of a weight being lifted.” • “The tagline says Feel Free to do what you want, and we will take care of things for you.” • “The freedom to do whatever you want, and still feel confident that How we calculated the numbers Auto: things will be taken care of the right way.” • 714,000 customers gained: 17M people X 4.2%. • “The message sells confidence and security.” • $942M revenue: 714,000 customers X $1319.14/yr (average premium). Renters (Conquest): • “It makes me think that the agent would have my back so I don’t • 13.6M potential customers: 17M people X 80% (percentage of renters). have to be there.” • $26M revenue: 13.6M people X$192/yr (average premium). • “Selling confidence through a state of mind.” Renters (Up-sell): • 145,000 customers: 5% X 2.9M (number of State Farm Young Adult customers). • “To me these ads sell to 18-25 year olds who are on their own for the • $3.5M (0.7% market) revenue: 145,000 customers X $24/yr (average premium). first time. They are college aged, away from mom and dad, making Profit: • $48.6M in profit: $971.5M total revenue X 5% (industry average mandated by govt*). a big transition. It shows that with State Farm the transition can be made easy.”30 *Source: www.iii.org

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