We are Chariot, a communications agency specializing in creating
solutions that transform impossible business problems into
attainable goals. We act as the vehicle, turning insight into
strategies and consumer into communities. We will guide you on
the journey to an inspired campaign. Sit back and enjoy the ride.
For nearly a century, State Farm has been a company focused Speciﬁcally, this target is over-stretched for cash, over-
executive summar y
on customer advocacy. This has helped State Farm become committed and overwhelmed with pressure. To put it simply,
the industry leader in Auto and Renters Insurance. Although they are stressed. They are uncomfortable with, and often
State Farm has an impressive share of the insurance industry intimidated by, the insurance purchasing process. This process
as a whole, it continues to under-perform in the 18-25 year-old is seen as adding more stress to an already stressful life.
market. State Farm must create a much stronger connection State Farm has an opportunity to connect with these three
with this audience in order to increase market share and build segments through a campaign that emphasizes what they
a pathway to the future. seek most when buying insurance: affordability, ease and
It’s time for a new direction. approachability. This led Chariot to a strategy which becomes
the foundation for our campaign: State Farm takes the stress
Chariot has found that the 18-25 year-old market does not
out of buying the right insurance. This strategy will resonate
respond well to traditional State Farm messages. They
with our target because they seek brands that will reduce the
view these campaigns as geared toward a more mature and
stress in their lives.
ﬁnancially stable audience. These traditional selling points do
not readily address the younger audience’s key concerns. Creative executions bring the campaign to life. Our message
is delivered through an exciting connections plan that
But not all 18-25 year-olds are the same. Chariot identiﬁed
incorporates media, events, promotions, public relations and
three mindset-based segments within this market that present
loyalty programs to engage our normally apathetic audience.
the greatest immediate opportunity for State Farm. These
segments are the Deal Demanders, Convenience Cravers Chariot goes beyond the current industry “switch and save”
and Help Hunters, representing 80% of the 18-25 year-old messaging to connect with our target in a more important
insurance market. way. This campaign gives them reason to ignore the constant
barrage of competitors’ offers because State Farm will
Chariot uncovered a reoccurring theme within these three
become their insurance brand of choice.
market segments that inﬂuences their insurance purchases.
Attract and retain
18-25 year-old policy-
holders by making
State Farm their The State of State farm:
insurance brand Despite leading the Auto and Renters Insurance industries in market share, State Farm is experiencing a
of choice. We want declining share among 18-25 year-olds. State Farm has taken numerous steps to reverse this decline, but
has not seen the desired market impact.
loyalty to be strong
enough to resist Building a Base Before Making our Case
Extensive research led us to simple, yet surprising insights about the 18-25 year-old market that inspired us
the daily “switch and to develop our new State Farm campaign.
save” offerings from
competitors. Research Objectives
1. Gain insight into the lifestyles and values of 18-25 year-old Independents and learn how buying insurance
ﬁts into their lives
2. Deﬁne our target’s level of knowledge about the insurance buying process
3. Understand the perceived advantages and drawbacks of buying State Farm Insurance
4. Identify the different segments within our target who will best respond to State Farm messages
5. Pinpoint the triggers that inﬂuence brand choice when buying Auto or Renters insurance for the ﬁrst time
Secondary Research – Learning from Published Literature
by our target
of ﬁrst time insurance buyers
Primary Research – Gaining fresh Perspectives
most important when buying Auto or Renters insurance, as well as to uncover current brand perceptions of
the leading insurance companies
face when selling to this target
decisions are made
identify the underlying issues that inﬂuence insurance purchases
Usage patterns of media and the independent 18-25 year-old demographic
Kysa Koerner Hubbard, Ph.D., Psychology, Cultural Studies
understanding our target
18-25 year-old Independents:
+ Are the most ethnically diverse of any generation4
+ Are going through more life transitions than any other age group
+ View their lives as stressful
+ See money as a main source of worry5
+ Always stay connected
+ Choose “new media” as their media of choice
+ Expect companies to ﬁt into their lifestyles
+ Favor companies that support charitable causes
The Dependency Factor: independents:
Approximately half of 18-25 year-olds are classiﬁed as “ﬁnancially independent.” A signiﬁcantly smaller 73% have cars1
percentage actually pay for their own insurance. A Chariot survey of college students found that 77% of 50% rent a house or apartment3
those that pay more than 50% of their living expenses are still on their parents’ insurance policy. 32% are currently in college2
The Implication: 17% have smart phones 3
The great majority of college students remain on their parents’ insurance policy. Because of this, State
Farm should consider college students as a secondary target.
U.S. Department of Transportation, 2Bureau of Labor Statistics, 3
Insuring the Catalyst Customer: Generation Y and the Insurance Industry, 5
Our Target and Insurance
They expect the insurance buying process to be cumbersome and unpleasant
They do not have a good understanding of the insurance marketplace and often feel intimidated during the buying process
They put off buying insurance until it cannot wait any longer
Their parents often play a signiﬁcant role as a ﬁrst source of information
They view established or “older” insurance companies as reliable and more experienced
They do not anticipate having to ﬁle a claim, so company performance and reliability are not central to their insurance buying decision
Price and convenience are the two main determining factors when choosing among insurance brands
Our target assumes "Call or Click" brands are more
There are dozens of insurance companies available, ﬂexible, less intimidating and less expensive. We learned
Independent 18-25 year-olds are most attracted to these
our target simply places them into two categories:
directly with an agent and feel "Call or Click" brands better ﬁt
their lifestyles. These insights begin to explain why State
Farm is not connecting with
The ‘Classic Come In and Let’s Talk’ Brands
Seen as providing convenience and ease of use
Viewed as catering to younger audiences with little insurance experience
Perceived as relatively affordable and offering a large variety of discounts
Use characters, avatars and mascots to create a youthful image
The ‘Call or Click’ Brands
Seen as a strictly agent-based model
Advertising is directed toward a more experienced buying audience
Perceived as being more expensive
Our Target and State Farm
18-25 year-olds, even those who have not bought insurance, have still formed opinions about State Farm. To our
target, State Farm is:
Recognized: Over 90% included State Farm when asked to name three top of mind insurance brands
Respected: Ranked as the most knowledgeable, trustworthy, consistent and dependable insurance company
when compared to top competitors
Problematic: Perceived as time consuming, expensive and intimidating
Brand is intimidating to eXTeRNAL THReATS
Competitors gaining market
Buying process is perceived eXTERNAL share among target
INTeRNAL STReNGTHS as complex and daunting
OPPORTUNITIeS Heavy ad spending by
Substantial brand recognition First time buyers see
product as comparatively competitors
Brand loyalty has not yet
Longstanding reputation of expensive been developed
reliability “Switch and Save” advertising
turns insurance into a commodity
#1 in auto insurance industry among younger Correctable brand
demographics misconceptions among our
Nationwide network of locally target
18-25 year-olds are unaware
of the value of renters
segmenting the market
We uncovered ﬁve distinct market segments of Independent 18-25 year-old
Auto insurance buyers based on what our target looks for in an insurance policy.
Deal Demanders Three market segments offer State Farm the best
opportunity to increase market share: Deal Demanders,
“Affordable car insurance” GO
Convenience Cravers and Help Hunters.
Seek a good price
Focus on affordability
These three segments represent approximately 80% of
Are stressed about money the Independent market and Chariot will direct the new
Believe the agent-based brands come with a higher price tag campaign to them
“Insurance ASAP” GO
Focus on reducing stress Renters insurance segmentation:
Are intimidated by the process
The Renters insurance market segments differently. The differences largely
purchasing insurance does not prompt the same sense of urgency. Chariot
“Insurance advice and help” GO
has found three distinct attitudinal and behavioral segments among the
Are Confused and intimidated by the insurance process Independent 18-25 year-old market.
Seek referrals and advice from others
Go to parents or other trusted adults for advice Protectors
They understand the importance of protecting their property and recognize
Quality Coveters the value of insurance, often bundling Renters with Auto insurance.
“Best insurance companies” GO
Focus is on getting the best possible coverage.
Interested in reducing their risk and limiting their exposure premiums will cost $100+/month.
Look to opinion leaders for advice
not believe they need insurance.
“Accedient Forgiveness” GO
Have had collisions or trafﬁc violations in the past State Farm will create messaging to reach the two
Focus on ﬁnding affordable and forgiving coverage renters segments that currently go uninsured: the
because of past records Overestimators and the Downplayers.
We began by assuming a successful State Farm campaign “[State Farm is] obviously a
would focus on overcoming a dated brand image, and that good company because they’ve
providing a contemporary facelift would solve the problem. Our been doing it so long”
research taught us the issue is more complicated and profound.
Research informed us State Farm’s “long history,” “maturity”
and “age” actually translate to favorable characteristics like
“dependable,” “reliable” and “always there.” State Farm’s
maturity is not the issue. Independent 18-25 year-olds “It’s going to be more
are not buying State Farm insurance because of
expensive, because they have
something else–something deeper.
to pay the agents.”
OUTDATeD BRAND IMAGe
State Farm is perceived by
18-25 year-olds as being the most
knowledgeable, trustworthy, consistent
and dependable insurance company. This
perceived superiority, along with an agent-based
model, leads 18-25 year-olds to mistakenly assume that
buying a State Farm policy will be intimidating, expensive and
“I’m sure agents are ﬁne, cumbersome. These misconceptions have caused State Farm to be
I just think I would feel perceived as a stressful brand to an already stressed audience.
stupid talking to them”
ACTUAL PROBLeM: INTIMIDATING BRAND IMAGe
Chariot focus group
adding it all up
overworked by societal
of 18-25 year-old
Independents say they have
Over-stretched for money stress in their lives
say they wish they had less
other anxieties stress to deal with
chose “stressful” as a word
Over-scheduled with that describes buying auto or
responsibilities renters insurance
car loans uncertain futures
State Farm takes the stress out of
buying the right insurance
Create a campaign that will leverage existing brand strengths to show
that buying State Farm insurance is actually easy and affordable. The real
opportunity lies in dispelling common misconceptions about State Farm
and repositioning the brand as an ally of our target -- as a brand that will
reduce the stress in their lives.
Creating a New Brand Reality
What they think now What we want them to think
Quick and easy
For my parents
The right protection
Why Stress Free?
creative concoctions “Stress Free” responds to the key concern in the lives of 18-25 year olds—an overabundance of stress.
Our campaign highlights that with State Farm, buying the right insurance is an easy task that ﬁts
seamlessly into their lives.
Auto: We use humorous executions to juxtapose lighthearted, stressful situations with the stress free
experience of purchasing State Farm.
Renters: We contrast exaggerated, complex alternatives for protecting property with the stress free
simplicity of State Farm renters insurance.
Stress Free Logo
This clean and professional design makes State Farm more contemporary and
approachable. “Stress Free” is incorporated into our logo with State Farm’s
typeface and color, allowing us to own this important expression.
The Morph (frame 8)
We will end our commercials with the State Farm logo on a red background. The words “Stress
Free” will emmerge from the text, led by the “S” and the “F” of “State Farm,” and settle below
to complete our logo. This mmnemonic device will make our message more memorable and
associate the Stress Free promise with State Farm.
The Stress Free Zone (Frame 7)
We resolve each spot by showing the stressed character in a symbolically
stress free space. The Stress Free Zone works as a clean and simple design
element that represents the ease of buying State Farm and the peace of
mind that follows. Red furniture brands the space and incorporates the
most familiar element of State Farm-- its signature color.
Why we focus on the buying process
rather than ﬁling claims:
For our target, the barrier to purchasing State Farm is the perception that
the company is intimidating, expensive and complicated to purchase.
buying State Farm insurance.
video (ONLINE AND BROADCAST)
Theme: Stress is a part of everyday life. Thanks to
State Farm, it doesn’t have to be a part of buying insurance.
“Baby Talk” :30
Tone: Humorous and relatable
A baby is playing in the kitchen when his mother’s cell phone
begins to ring on the countertop. As the commercial unfolds,
the situation turns stressful for the mother.
The baby is playing with a toy truck on A cell phone rings on the counter. The baby reaches up and grabs the The baby, mimicking his parents, pre-
the kitchen ﬂoor. phone. tends to answer the still ringing phone.
Woman’s Voice: “Honey, have you
seen my phone?”
With the phone in-hand, the baby crawls The baby drops the phone into the dog’s VO: “But when it comes to car insur- VO: “Insurance on your terms. State
over to the dog dish. water dish. ance, State Farm makes things a little Farm. Stress Free.”
easier. We’re there for you- online,
VO: “Life can be stressful.” on your phone, or in person.
Theme: Stress is a part of everyday life. Thanks to
State Farm, it doesn’t have to be a part of buying insurance. “A Pretty Price” :30
Tone: Humorous and relatable A young couple is on a ﬁrst date at a fancy restaurant. The young
man soon discovers his date’s expensive tastes and worries about
the impact the night will have on his tight budget.
Waiter: “Have we decided?” The young man becomes uneasy as The young woman and the waiter look at The young man looks at the waiter. He
Young Woman: “Yes. I’ll have the his date continues to order expensive the young man, waiting for him to order. is worried.
carpaccio appetizer, with the compo- dishes. Young man (nervous): “Um. I’ll start
sition of turbot and red shrimps…” Young Woman (continues to order): with water, please.”
“…on pea cream with cuttleﬁsh Waiter: “Anything else for you?”
ink croutons and conﬁt tomatoes, Young Man: “No, water’s ﬁne.”
After the waiter takes their menus, she The camera zooms in on the young VO: “Paying for car insurance VO: “Insurance on your terms. State
pats the young man sympathetically on man’s worried face as the young woman shouldn’t be, State Farm’s low rates Farm. Stress Free.”
the shoulder. calls after the waiter. and multiple discounts keep money in
Young Woman: “Oh, and could I see
the wine list?”
VO: “Life can be stressful.” 13
video (ONLINE AND BROADCAST)
Theme: Stress is a part of everyday life. Thanks to
State Farm, it doesn’t have to be a part of buying insurance.
“Bubble Wrap” :30
Tone: Humorous and relatable
A young woman arrives at her date’s apartment and waits
for him as he prepares to leave.
A young woman arrives at her date’s He asks her to wait while he prepares to The young man walks over to his He takes out a padlock and chains the
apartment. The young man invites her leave. ﬂatscreen television and wraps it up in television to its stand.
inside. Young man: “Hang on, I’ll be a sec.” bubble wrap.
He repeats the process with his laptop, Young woman: “You know, I just have VO: With State Farm renters insur- VO: So Leave your bubble wrap
covering it in bubble wrap and securing renters insurance.” ance it’s surprisingly affordable to behind.
it to his coffee table. insure all of your belongings, and
Young man, intrigued: “Oh. Renters State Farm. Stress Free.
when paired with auto insurance it can
be less than $3 a month.
Theme: Stress is a part of everyday life. Thanks to
State Farm, its doesn’t have to be a part of buying insurance.
“Out of Reach“ :30
Tone: Humorous and relatable
A young man ﬁnds himself in a stressful situation while he is using
his girlfriends’s parents’ toilet in his ﬁrst visit.
The couple enters her parents’ house. The young man gets settled on the The young man turns to see the toilet The young man sees tissues on the
Mom: “Oh, it’s so nice to ﬁnally meet toilet. paper roll, and realizes it’s empty. counter and tries to reach for them.
you. We’ve heard so much about
Young man: “Yes, yes, you too. Uh,
could I use your bathroom?”
As the young man stretches his arm to The young man attempts to shimmy his VO: “But when it comes to car insur- VO: “Insurance on your terms. State
grab the tissue box, he loudly knocks way across the bathroom. He slips and ance, State Farm makes things a little Farm. Stress Free.”
over bottles. falls, landing on his stomach, feet in the easier. We’re there for you- online,
air. on your phone, or in person.”
VO: “Life can be stressful”
RADIO scripts:Explanation of Renters Insurance Radio Ad
executions; List stations (Spanish)
Renters Insurance Radio Ad Sound FX: Shattering glass, person stumbling
around a house
Sound FX: Shattering glass, person stumbling
around a house Criminal: “No estás en casa, verdad? (short
Criminal: “You’re not home right now, are tienes!”
real nice stereo.” Music:
starts playing. It starts loud then continues
Music: softly as he speaks.
starts playing. It starts loud then continues
softly as he speaks. Sound FX: Sounds of objects being knocked
Sound FX: Sounds of objects being knocked
over. Criminal: “En verdad me gusta mucho este
Criminal: “I really like the place. It seems nice
and relaxing. Pretty trendy. Oh, nice laptop.
You know, it’s too bad you don’t have State Cuesta poco y te protege contra incendios,
Farm renter’s insurance. It doesn’t cost very
much and it protects against ﬁre, ﬂooding,
and accidents. Oh yeah, and theft too. Trust
me, you have more to insure than you think,
otherwise why would a ‘Smooth Criminal’ be como yo no se las estaría llevando ahora.”
Voice Over: “Protege tus cosas con nuestro
Voice Over: “Protect your stuff with renters seguro de renta. State Farm. Stress Free.”
insurance, and when paired with auto it can
cost less than three bucks a month. State
Farm. Stress Free.”
testing our campaign
Chariot pre-tested our print ads and TV spots in focus groups and in-depth
inteviews. We asked 18-25 year-olds whether the executions clearly communicate
the stress free message, whether that message resonates with them and whether
the ads enhance the image of the State Farm brand. Respondents agreed the
“State Farm. Stress Free.” campaign is both relatable and important.
“Stress is something almost
everyone can relate to.”
87% think “stress free” is
an important message
“I feel like State Farm has a sense
of humor, and they are not stuffy.”
78% feel more positively towards
the State Farm brand after
viewing the advertisements
“I would be more likely to switch
to a less stressful company.”
83% feel these advertisements are
more relatable than current
State Farm advertisements
“Hmm...I should probably
get renters insurance.”
connections strategy: Delivering the message
Chariot will utilize six key media strategies in each phase of the campaign to reach,
engage and activate our target.
Placement: Be where they are.
Skew spending to geographic markets with highest concentration of young adults
Moment: Employ strategic timing.
Reach the audience when they are most likely to think about cars, housing and insurance
Assortment: Emphasize variety.
Reinforcement: Prioritize the message.
Support and strengthen brand message in all media and promotions
Engagement: Prompt a conversation.
Create disruptive messaging by inviting them to participate with the brand rather than expecting
them to listen
Involvement: Embrace diversity.
Capitalize on minority targeted media to effectively communicate to this diverse audience
Chariot will direct our message according to geographic ethnic clusters. While our
methods for reaching minority groups will vary, the stress free message will remain
the same. Stress transcends race, and our message will resonate with Independents
across the country.
“Regardless of race, we all have the same things to protect”
-Kysa Koerner Hubbard, Ph.D., Cultural Studies on diversity in America
StateFarmStressFree.com will provide valuable information to young people investigating State Farm, as well as a personalized portal
for current policy-holders to manage their account, obtain rewards and interact with the State Farm community. StateFarmStressFree.
com will link to the current State Farm website, as well as to the websites of our corporate partners. Policy-holders, or “Stress Free
Online Media Strategy
Chariot must effectively connect with 18-25 year-olds in their medium of choice: online. To combat heavy online competition, we will
use Demographic and Behavioral Based Targeting. This approach involves purchasing “run of category” packages from the Google
Content Network. Our ads will then be placed on sites like autotrader.com, wired.com and apartmentﬁnder.com. Before serving an
ad, the network will use site visitors’ demographic proﬁle and past online behavior to determine if they they ﬁt the desired consumer
focused on people thinking about insurance.
Chariot created two forms of banner ads that will be used in our campaign. The ﬁrst will be an interactive ad
adapted from of our print ads. When the user scrolls over the image, “Life is Stressful” will appear across
the ad enticing users to continue to StateFarmStressFree.com.
The second form of banner ads will capitalize on the growing presence of Internet radio by becoming a
banner ad, an immediate stream of relaxing music will capture their attention. By clicking on the media
player, the user will be directed to StateFarmStressFree.com. Users can access Stress Free Radio at any
Provides all visitors with information on the latest State Farm news, events and special offers. Delivers relevant insurance information for ﬁrst-time buyers
This site will also provide a preview of the perks associated with being a State Farm policy- and current members
Includes a dictionary of insurance terms in easy-to-understand
Hosts links to State Farm’s sweepstakes, smartphone applications and Stress Free Radio
Allows current policy-holders to view further information regarding new rewards and
offers, as well as customizable weather, trafﬁc and calendar options Get an Agent
Links to State Farm’s nation-wide network of local agents
Get in Touch My Account
Connects site visitors through a (members only)
series of public forums ranging
in topics from car care to local
restaurant recommendations their account information, pay their bill and My Perks (members only)
learn more about available discounts Displays State Farm member Policy Perks that can be earned
by redeeming points
Chariot has developed a three phase plan to
implement the “Stress Free” campaign. We
Acquisition found that because 18-25 year-olds tend to
This phase is We must consciously be building loyalty at
designed to gain all times.
new State Farm
by showing how Retention
State Farm takes This phase is about
the stress out of
buying the right conﬁdence in their
insurance. decision, lowering their Community
anxiety and increasing Building:
their resistance to the This phase will create
constant barrage of a sense of community
“switch and save” offers. among new State
Farm policy-holders by
to come together for
shared purposes. This will
strengthen their loyalty and
22 help them become State
acquisition: getting new policy-holders
State Farm will connect with 18-25 year-
olds at an enormously popular summer
destination for this age group: music
festivals. By partnering with nation-wide
music festivals like Warped Tour, Country
Thunder, Viva! Chicago, Austin City Limits, To reach “Overestimators” and “Downplayers”, State Farm will partner
Summerfest in Wisconsin, and Coachella with IKEA and offer an exclusive 25% discount to all new policy-
in California, State Farm will reach over 2 holders. The discount will apply to all items bought at IKEA for the
million young adults. ﬁrst two months of a new renters insurance policy. This promotion
will both offer an incentive for 18-25 year-olds to purchase renters
Rather than just sponsoring each event, State Farm will offer The Good Neighbor insurance and highlight the need to insure their new possessions. In
Shuttle Service to address a frustrating aspect of concerts: parking far away. addition to increased sales generated by this promotion, IKEA will
Branded golf carts and shuttle buses will drive concertgoers to and from their receive publicity on our aggregated website and in other State Farm
vehicles free of charge. promotional materials.
Chariot has developed a new promotion that will take State Farm sports sponsorships off the sidelines
knowledge of renters insurance. Questions regarding the value of renters insurance will be displayed on the
scoreboard during breaks in the action. Fans will have
30 seconds to text their answers to the screen. If they
answer correctly, they will win a free six inch Subway
sandwich through a coupon texted to their cell phone.
All spectators will learn about State Farm’s affordable
renters insurance, dispelling common misconceptions
about cost. After the answers are revealed, a message
will appear on the screen telling fans where to go to
State Farm Bubble
State Farm will spread its Stress Free message to the 18-25 year-old audience
through interactive digital projection displays at large malls, busy city streets and
subway stations. These displays will illustrate freedom from stress by allowing
passersby to interact with a collage of highly stressful images. As they pass the
branded collage of yelling faces, crying babies, alarm clocks and shirts with stains,
the images will disperse creating a stress-free bubble around them, visually
demonstrating that State Farm lessens the stress in their lives.
Internal Education Program
Through interviews with State Farm agents, Chariot found agents have difﬁculty
understanding and connecting with younger policy-holders. We have developed
an educational program for State Farm agents to help them connect with 18-25
year-olds. The internal education program will be delivered through six webinars
broadcast exclusively to State Farm agents. The program will help the agent
better understand the 18-25 year old market - who they are, what they do, and most
importantly, what inﬂuences their purchase decisions.
The daily life of an 18-25 year old is stressful. Chariot will use an unexpected
promotion with non-traditional placement to help them take a break, relax and
learn more about State Farm. State Farm will host Relaxation Stations with
comfortable, bright red massaging recliners. Potential policy-holders will be able
to relax and recharge, courtesy of State Farm. Relaxation Stations will leave 18-25
year-olds with a positive brand image, as well as literature containing information
about State Farm.
“State Farm Rental Rater” on Facebook”
The process of ﬁnding a new place to live is stressful because it is often difﬁcult to tell which landlords are
sell and trade within the Facebook community, and the application attracts over 12,000,000 monthly active
decision making process for renters. Below each listing, State Farm will sponsor a branded pop-up feature
that allows users to rate and comment on the listing or landlord. State Farm is helping renters feel more
conﬁdent and less overwhelmed by their housing decision.
Augmented Reality: Price your Apartment (Phone App)
Augmented Reality technology allows digital graphics to be overlaid on real time video images. State Farm
will use this technology to create its own interface allowing users to price the furnishings in their apartment. By
pointing their smart phone’s camera at an item, the replacement cost will appear on the screen superimposed
over the digital image, demonstrating the value of renters insurance. The State Farm logo will appear with a
simple message: “You have more to insure than you think. State Farm Renters Insurance. Stress Free.”
Renters Insurance Placement at Bus Stops
Chariot will use the walls of bus shelters in key rental markets to show 18-25 year-olds the true replacement cost of
common apartment furnishings. Bus stops will resemble the inside of an apartment, and an interactive calculator will
add up the cost of its contents. Copy above the calculator will read, “See How Fast it All Adds Up?” This will not only
emphasize the value of renters insurance, it will engage our audience during idle time in their busy lives.
Graduation Congratulations State Farm “Accelerator” Site
Graduation, whether from high school, trade school or college is often the ﬁrst time
students consider purchasing insurance. State Farm will connect with young adults 25. State Farm will launch “SFaccelerator,” a new website that aggregates the
in the following ways. leading online tools for cars. Rather than visiting numerous sites, users can
go to SFaccelerator.com. Comparison shopping and links will be available for
Emails and offers to recent grads AutoTrader.com, Kelley Blue Book, Car Soup, Edmunds, Car Fax, Vehix and
Emails and offers to recent grads
State Farm will partner with college alumni associations in key markets. We Farm as the independent’s ally.
will send new graduates personalized emails congratulating them on their
accomplishment while reminding them of the beneﬁts of getting insured with State
Farm. We will partner with Target to give recent graduates discounts on products
they will need for the next chapter in their lives. Emails will contain printable
coupons for 15% off select items.
“35% of 25-30 year-olds say they bought their ﬁrst
Cards for Parents insurance policy when they bought their ﬁrst used car”7
Through our research we found young adults often turn to their parents for advice
on issues like buying insurance. State Farm must capitalize on this parental
“[Young Adults] will buy approximately 25 percent of new
cars and trucks sold in the U.S. by 2010.”8
We will send congratulatory cards to State Farm parents
during the months preceding their child’s expected
graduation. To broaden our reach, we will target parents
of high school, trade school and college graduates. The
cards will congratulate parents while reminding them
that graduation marks a time of independence for their
child. This will keep State Farm Insurance on the minds
of the audience that inﬂuences our target the most.
“I haven’t really thought about it yet--I’ll probably deal
with it once I graduate and I’m off my parents’ insurance”
-Chariot focus group
Insuring the Catalyst Customer: Generation Y and the Insurance Industry
retention: 18-25 year-olds love points and perks. To keep them engaged with
the State Farm brand, we have developed a rewards points system.
Policy-holders will earn points through various online and insurance
related activities. These points can be redeemed for prizes or made into
keeping our new policy-holders a donation to State Farm’s newest charitable cause. Providing rewards
and prizes gives State Farm policy-holders an incentive to regularly
visit their personalized site.
State Farm Free Ride
There are times when driving is not a good option. The State Farm Free Ride program
makes life less stressful by providing policy-holders with free cab rides. New policy-holders
will receive complimentary taxi fares totaling up to $50 to be redeemed within the ﬁrst year
of their policy. Riders will mail their receipt to State Farm for reimbursement. The State
Farm Free Ride program shows policy-holders that their insurance company cares about
First Time Policy-Holder’s Club
private club will receive special promotional materials like a customized pocket atlas with their name, jumper
cables, tire gauge, gas discount, oil change discounts and more.
V.I.P. (Very Important Policy-Holder) Game Parking
College football games attract many 18-25 year-olds. Unfortunately, the stress of parking can detract from the
fun. During the 2010 season, twenty preferred parking spots will be reserved for State Farm policy-holders at
selected football games in each of the 31 Division 1 conferences. There will be 20 parking spots available per
venue. We will allow fans to register for the V.I.P game parking lottery on statefarmstressfree.com. Winners
will be notiﬁed via email. Parking locations and instructions will be sent out the week before game day.
State Farm will send the ﬁrst 1,000 new Renters insurance policy-holders a State Farm branded canvas bag ﬁlled
with items that will come in handy.
Branded to-do list magnet pad
Power strip with a timer to prevent power outages and house ﬁres
Calendar with stickers to remind renters to pay rent or catch a State Farm sponsored event.
Coupons for discounts with State Farm partners
Information on charity: water, State Farm’s new charitable cause
charity: water Partnership |
giving policy-holders a sense of belonging
campaign. We recommend State Farm extend its current commitment to building strong communities by becoming a corporate sponsor of
Charity: water is an organization dedicated to bringing safe drinking water to people in developing nations. This New York based organization
works to provide water solutions, like wells and sanitation facilities, to the over 1 billion people that currently do not have access to clean, safe
drinking water. It is impossible to build strong communities without the infrastructure to provide clean water. This organization is particularly
relevant to this target because it confronts a simple problem that underlies many of the developing world’s largest issues. This partnership
offers State Farm the opportunity to introduce 18-25 year-olds to this emerging organization. State Farm members will feel a sense of pride
as charity: water grows.
“94% of 18-25 year-olds think
highly of companies that support
charitable causes” -Chariot survey
and unlock “badges” every time they “check-in” at a participating location. State Farm will harness the popu-
Farm sponsored event or visit a partner retailer. State Farm will use this platform to support its new charitable
cause, charity: water. During speciﬁc times, State Farm will donate $1 for every check-in up to $1 million.
BADGE 2- Sport Agent
BADGE 3- Giving Back Agent
Agent video contest
State Farm Agents will engage in friendly competition by submitting personal videos showing why they are the
agent best suited to serve the 18-25 year-old market. These videos will be posted and shared on State Farm’s
website, YouTube channel and Facebook page. State Farm policy-holders will vote for their favorite videos to
determine which Agents are best, earning rewards points for their participation. Top Agents will receive free
publicity to help build their client list. The grand prize winning agent will receive a trip to Hawaii. These videos will
allow State Farm to show a more youthful and personal side, while allowing agents to better connect with this
FIFA WORLD CUP
promote the contest through multiple media channels, including emails to policy-holders, invoices, on our member
Connections Budget Summary
media plan Aqusition $34,738,610
To reach our target when they are thinking
about the value of their possessions,
Renters insurance TV spots will also run on
televisions in Best Buy stores
Production Costs $1,500,000
CAMPAIGN ADDED VALUE $397,000 In addition to traditional and
Subway $42,000 online placement, State Farm’s
BP $80,000 :30 spots will run on pump
monitors at BP gas stations; a
IKEA $275,000 common pitstop for our target
CAMPAIGN VALUe $40,397,000
Pay Per Click Advertising
Because 18-25 year-olds rely on search engines, we will utilize the following relevant search terms to optimize our advertising.
auto insurance road trip apartment renters insurance wii
used car dealers renters insurance road bike
local auto insurance subwoofers apartments for rent in mattress
cheap auto insurance repair ﬂat tire PS3 Furniture
car insurance street parking large ﬂatscreen
insurance Fender bender
ﬂow chart Key
Navy Blue: Renters
Number of smartphone applications
Promotional activities through
n Monitoring Campaign Impact
Chariot will monitor the effectiveness
of our campaign and use these ﬁndings
Online: to continuously reinvigorate and
improve the campaign. We will monitor
statefarmstressfree.com the following:
Effectiveness of banner advertisements
Use of reward points
Increases in new 18-25 year-old Auto
and Renters policy-holders
Changes in favorable attitudes
30 toward State Farm 31
Books: American Generations: Who they are. How they live. What they think.;
to Creating Great Advertising; Luke Sullivan, The Tipping Point: How Little Things
State Farm challenged Chariot to develop a fully integrated
marketing communications campaign to attract young adults. Publications: Advertising Age, Business Week, Forbes, The New York Times,
Through extensive research, we came to understand the
The Washington Post
difﬁculties of engaging them in a conversation about insurance.
Websites: www.adweek.com, www.adwords.google.com, www.allstate.
We learned they lead stress-ﬁlled lives and view the insurance com, www.appbid.com, www.amfam.com, www.beyondpetroleum.com, www.
blockbustergolfcarts.com, www.blogspot.com , www.bls.gov, www.charitywater.
buying process as daunting. State Farm is seen as particularly org, www.collegesintheusa.com, www.csnsofas.com, www.eff.org, www.
eventmarketer.com, www.expedia.com, www.facebook.com, www.fhwa.dot.
target is turning to what they perceive as more accessible
wwww.ikea.com, www.inventorspot.com, www.ircweb.org, www.marketresearch.
insurance brands. com, www.marketwatch.com, www.millenialmarketing.com, www.milwaukee.
bizjournals.com, www.nytimes.com, www.npr.org, www.orbitz.com, www.
The solution lies in positioning State Farm as the company that pewinternet.com, ww.progressive.com, www.resourceshelf.com, www.roadtrips.
takes the stress out of buying the right insurance. The power of com, www.slate.com, www.stadiumguide.com, www.statefarm.com, www.twitter.
this positioning is rooted in a profound understanding of this
Blogs: blogspot.com, www.thecarinsuranceblog.com, www.ﬁnance4youth.
audience and a new way of leveraging the recognized brand
wordpress.com, mashable.com, www.worldcupblog.org, www.yaybia.com
strengths of State Farm. Resources: Business Source Premier, EBSCO Host, Education Resource
We bring this to life in our “State Farm. Stress Free.” campaign.
This campaign juxtaposes the daily stress in our target’s life with and American Life Project
the relative ease and affordability of State Farm. The humorous
and light-hearted tone of our executions makes the campaign
particularly appealing to our audience. They now see State Farm
in a different light.
We deliver our campaign through a phased connections plan
that will engage them in unexpected ways. Each touch point is
designed to reinforce the message of how State Farm can help
alleviate stress in their busy lives.
By highlighting the ease and affordability of buying a State Farm
policy, Chariot will transform State Farm from an intimidating
company to our target’s brand of choice.
José Manuel Chiang
Lisa Vander Zanden
A special thanks to: