State Farm Plans Book Ucla 2010


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2010 NSAC Competition Entry; UCLA Advertising and Marketing Team Account Supervisor

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State Farm Plans Book Ucla 2010

  1. 1. University of California, Los Angeles | Advertising & Marketing Team 2010 University of California, Los Angeles Advertising & Marketing Team 2010
  2. 2. Introduction Table of Contents The insurance industry: a ubiquity of voices, each promoting a set of self-declared perks to an increasingly indifferent audience. Brand Positioning Other Executions Young adults especially have trouble filtering out the right agency to cater to their specific needs. They think, 01 Title Page 12 13 Creative Strategy 24 25 Media Plan “Wouldn’t it be swell if the entire process of selecting the right company, the one, was as simple as pointing at a company’s name and confidently stating, Intro Creative Strategy Media Overview 02 03 Table of Contents 14 15 Executions 26 27 Rollout and Budget “ that’s it. ” Executive Summary That’s It Commercial Media Rationale 04 05 Research and Planning 16 17 That’s It Print Ad 28 29 Partnerships Research Methods Conclusion Well, that’s it. It’s that simple. 06 07 Cultural Climate 18 19 Pocket Agent 30 31 Credits Market Landscape Educational Executions Our campaign posits State Farm as the one insurance company that young adults can willingly embrace 08 09 Brand Essence 20 21 Sports & Videogames and settle on without second thought. At such an exciting transitional age, the act of getting insured tends to occupy lazy space behind other immediate priorities. State Farm compensates for this shortcoming by understanding that life certainly does not always unravel as planned. But rest assured, State Farm will be there Target Mindset Other Executions to expel all the headaches and hassles when bumpers, burglars, carelessness, and airbags come out to play. 10 11 Target Mindset 22 23 Road Trip Phone App With an unparalleled agent-based model, young adults will not be relegated to asking “...that’s it?” when searching for a warm, dependable, human voice and instead receiving an exuberantly electronic voice.They will be greeted with an eagerness to help, characteristic of the friendly neighbor you remember growing up. 2 3
  3. 3. Executive Summary State Farm is the leading insurance agency in an extremely competitive market Our campaign goals are to: place. It holds 17.6% of the market share and insures 1 out of every 4 cars to over 40 million drivers. State Farm’s Good Neighbor service philosophy has fostered the company’s legacy since 1942. The company’s commitment to quality service has unfaltered, but young adults entering the next stage of independence are more interested in companies that market themselves as affordable, quick, and • Raise brand awareness among Convergents by 12.5% easy and avoid the confounding topic of insurance. State Farm must set the benchmark for quality insurance by building on its valued agent-based model and improving service and accessibility with • Increase Auto Insurance sales by 3 percentage points in the new technology. 18-25 year old market. • Boost sales in Renters Insurance by 3 percentage points, as a stepping To ensure long-term success, State Farm must begin to attract and retain the stone for Convergents. estimated 33-million Young Adult population. Young Adults are found to be the segment of the population that most frequently shops for insurance. However, Young Adults have a sense of overconfidence and invincibility. When that is paired with confusion about insurance, trust issues with corporations, and little money in their pockets, Young Adults are quick to dismiss insurance as a Research and Planning frivolous, pointless expense. State Farm must reverse this dismissive attitude and show them State The key benefit of State Farm insurance for Convergents is that it protects their essential things in the most convenient way possible. Farm is the company that truly understands their needs. As a generation characterized by individualism, Convergents purchase things that reflect their priorities and manage their lifestyles. They do not buy much so what they do buy matters. Secondly, when unexpected problems arise, Convergents feel vulnerable and incapable of handling the situation themselves. State Farm benefits Convergents by being the helpful ‘neighbor’ they can turn to in We call our target audience of 18-25 year olds the ‘Convergents’. They hold steadfast to desperate situations. their opinions and standards, but are willing to change if a more logical approach persuades them to. About half of them pay 50% or more of their living expenses. Also, 60% are college students and 56% Convergents persist in resolving their difficulties by searching for a reasonable solution. Our creative strategy is based upon the work full-time. The majority reported that their parents chose their insurance company for them profound moment one has when finally resolving a need-- the moment you figure it out and say, “that’s it.” With this approach, we and that they wouldn’t even know where to start if they had to choose. For those who do choose their frame State Farm as the wisest solution to unwanted problems, because it provides the best, most accessible services. The “that’s it.” insurance, price is the biggest priority. campaign showcases State Farm’s priority of eliminating inconveniences by providing quality insurance. We understand that the internet plays the biggest role in Convergents’ day-to-day living, as the prime source of information, entertainment, and social connection. To truly be the best insurance option for Convergents, State Farm must optimize technological tools as a means for simplifying insurance, as a process and a service. The “that’s it.” campaign employs real web tools to achieve this. Moreover, several executions utilize the internet for promotion and prompting online dialogue about State Farm. “” Our campaign also stresses that Convergents care what kind of company they are supporting with their purchase. Several executions Our customers’ needs will involve State Farm supporting youth initiatives or providing Convergents with tools to help them be successful. We employ public determine our path. relations strategies and viral tactics to maximize the exposure of these executions. Moreover, Convergents will be the most receptive — State Farm Mission Statement to messages within their environment. All of our executions integrate the State Farm message into Convergent lifestyles and environments, be it on the web, on print, or at events. 4 5
  4. 4. Research Methods Cultural Climate On Demand World Reality Rx Gen Y: Conscientious The Obama Effect When Good Enough is Great During a 5 month time span, Adteam2010 implemented and conducted comprehensive yet succinct research to redefine the way 18-25 year olds perceive, distinguish and interact with the insurance industry. The following research methods establish our conceptions of the “convergent” individual, allowing us to strategize our executions to maximize Technology has made In these troubled “” Americans have adopted the efficiency and congruency while maintaining awareness of our target values. us hyper-connected Entire markets have been economic times, “We can do it” individuals. transformed by products consumers seek that trade power or fidelity temporary distractions, attitude to their own lives. for low price, flexibility, comfort and support. Inferential Statistical Analysis We have 24/7 access and convenience. to information and Obama’s Grassroots Approach Cultural Take-away: each other. — Erin Biba, Wired “” Avatar grossed over • Extensive in-depth background research on State Farm and its competitors: Geico, • Engaged in descriptive statistical analysis through web traffic research by The power is with the 81% • Quality is now defined as consumer. Marketers and $77 million instantaneous results that Allstate, E-surance, Nationwide, and Progressive to compared and contrast services analyzing the up and down streams of IP addresses to identify trends in the age, Last year Skype added nearly retailers are scrambling to of the Generation Y feel the are easy to obtain. keep up with her in its opening weekend gravity of world events is causing offered, prices, websites in order to formulate trends and establish the current overall nationality, and interests of users who visit State Farm and its competitor’s 38 million users. them to get involved. •Feasible sources benefit —Procter & Gamble – Box Office Mojo from the recession by a insurance climate. websites. –AdWeek. 02.2010 diverting from negativity, 42 % Campaign included social-networking site with features like “Create Your Own Obama comfort and reassurance. The Video game industry posted Donations to Haiti via text Group”. Obama encouraged user-generated •Bottom-up relationships increase over the same period. messages surge past content, such as Will.I.Am’s “Yes We Can” viral generate passionate Sympathetic Research Facebook passed $5.53 billion video, which achieved 6 million Youtube views activity from the consumer. $55 million without media funding. • Visited local insurance agencies in high and low economic areas • Spent three weeks shadowing tow-truck drivers to gain • Interviewed the heads of UCLA Police Department • Interviewed four private investigators specializing 300 million in 12.2009. •Low effort social action to be cognizant of the current industry standard and to establish insight on the role and influence of insurance companies and Fire Department to gain understanding about in insurance fraud to analyze its effects on the — Tech Crunch 01.2010 opportunities yield highest discerning differences in social impact. immediately following an accident or car problem. renter’s insurance, its value in the minds of our target commercial enterprise and how it may deter our members as of 10.2009 — Positivity > Realism volume of results. market, and statistics of the past 5 years regarding target market into choosing a specific insurance apartment break-ins. company 1 in 5 Americans Tweet Back to Basics Ellen 17 % Seeking tangible experiences. Dr. Phil’s 27 % Creative Research MTV’s the Buried Life’s Dr. Phil’s ratings have dropped while more • Developed a program to cohesively identify popular trends, • Conducted a nationwide survey that questioned and • Infiltrated online communities to plant moles to • Held in-depth focus groups (using 200 selected questions: “What do you want the more chipper Ellen Degeneres Show consumer lifestyles and values, and preexisting notions about amassed data from 9,482 participants chosen through a discern perceptions of the insurance industry on participants that are well-represented in the to do before you die?” has risen. auto insurance brand attitudes via social networking sites such as Facebook, Twitter, Myspace and Linked In. randomized cluster sample method, with the purpose of examining the young adult’s perception of car insurance message boards and chatroom groups target’s age group) to distinguish brand affinity and awareness among 18-25 year olds to accurately Over 30 million iPhone and iPod 3 hours 83 % 6 in 10 people drove their own “Less expensive comfort foods and as well as our target’s characteristics, values and lifestyle. compare the youth-friendliness of State Farm and its Touches sold, Over 2 million Time spent per user a month 18-25 year olds sleep with their car-instead of flying- to their classic brands- think Kraft Mac and competitors applications downloaded. up 13 % cell phones last vacation destination. Cheese…are doing bang-up business…” 6 7 —Pew Social Media Survey —Mintel 01.2010 — Chicago Tribune
  5. 5. Market Landscape State Farm’s Brand Essence Founded by G.J. Mercherle in 1922, State Farm was built on “fairness and doing the right thing for the customer.” Our Insurance Provider Statefarm Allstate Geico Progressive E-surance research showed that State Farm’s virtuous philosophy remains apparent today. Brand Identity Personality Down-to-earth Aristocratic, Paternal Daring, spirited Quirky Imaginative Motto “Like a good neighbor.” “Are you in good hands?” “15 minutes can save you “Name your price.” “Quote, Buy, Print.” 15% or more” Strengths Dependable Trustworthy Competitive rates Competitive rates Straightfoward Honest Genuinely Concerned Entertaining Quick- remote access Simple Supportive Personable Quick Easy Weaknesses Expensive Mundane Irrelevant to insurance Irritating Unrealistic Out-of-touch Complicated Unsophisticated Obnoxious Inconsistent message Condescendingly deceptive Website Traffic Ranking 7328 9154 3274 5285 19997 Marketshare 17.80% 11.30% 6.90% 7.50% 17.80% Brand Take-away: Revenue $61.6 Billion $29.4 Billion $9.2 Billion $12.8 Billion $826 Million • SF has a strong brand Consumer Commentary Trying too hard. I love that black guy. Enough with that gecko! That lady is so annoying! I like the commercials. Threat: Strengths: Strengths: Threat: personality that is supported Lacks youthful spirit and Sx found SF to be honest, SF elicits positive emotions, such as Lacks novelty and engagement. through their quality service. daringness of Geico and reliable, and wholesome. “relaxed” and “grateful”. Geico elicits curiosity. Without losing its unique Progressive. company DNA, State Farm Positive Youth Meter 83 86 91 67 80 must develop strategies to incorporate more jovial and engaging qualities into their 8 Market Take-away: State Farm must create a consistent personality that highlights its unique strengths brand 9
  6. 6. Target Mindset Target Mindset Confident Self-Assured, “Despite struggling… in the teeth of the recession, nine in ten either say that they Fearless …will eventually meet their long-term financial goals.” -- Pew Research Expressive Allusive, Active They don’t buy much, so the things they do buy reflect their values, interests, and Technology as THE medium to broadcast Social Media has exposed them to Conversationalists priorities. their individualistic characteristic. more diverse groups and ideas. Upbeat Most Educated Cohort; 70% 18-25 yr olds believe in hard work, not luck as key to success. Work Hard, Play Hard Cautious but Willing Self-Assured, Brand loyalty is static. They are willing to support a brand this tells an authentic story. Fearless Convergent Female: Convergent Male: Fashion and celebrity Sports and game Collectivistic Cross-Generational “About one in eight young adults say they’ve ‘boomeranged’ back to a parent’s home Keen to genuine social action versus oriented, interests oriented, interests Collaborators due to the recession.” -Pew Research groundless cause-marketing. support dyadic support bonding connections. through competition. Beliefs Feelings Thoughts Obstacles Both use technology to stay constantly connected and to share and receive content. Music, film, and the arts The “Convergents.” They perceive themselves as Apathetic and confused about Insurance is a complicated and 66% switched insurance providers also transcend gender differences. invincible and as a result do not insurance and choosing a specific untrustworthy industry due to cost. We define our target audience of 18-25 year olds as the think of insurance as important. provider. “Convergents.” They blend traditional values inherited from their parents with self-formed values. They are coming of age during a BUT during difficult situations, they Over 80% reported that their Insurance is filled with jargon we time of compelling cultural inflection points. In one sense, they are are insecure with their ability to deal parents choose their insurance don’t care to decipher. a privileged group brought up in an increasingly technologically- with the problem and seek comfort company for them. driven world where instantaneous feedback is the norm. On the and expertise from older adults other hand, many are entering the work-force during a recession-- challenging times that have shifted the cultural framework towards “18-25 year olds are very cooperative “I don’t really know how the Over 35% said that they did not “I am already in debt because more humanistic societal values. Thus, “Convergents” do not post-accidents; They are scared system works. If I were to switch report an automobile accident of school. I can barely pay my Target Mindset Take-aways: operate on dichotomous concepts; They embody a multifaceted and their fear makes them more companies, I really wouldn’t know to their insurance company 1 or rent each month. Insurance isn’t model that has enabled them to seamlessly merge opposing appreciative of the help they receive.” where to start!” more times. exactly the first thing on my mind” ideologies into one cohesive model. - Jonathan (Lawyer) Stephanie- 22 Jordan- 21 Must expose the significance Millennial lives are centered around Alleviate the perceived Establish an optimistic and Engage and invite participation of having insurance. essentials that define who they are. complexities of insurance. lighthearted brand personality. without being overbearing 10 11
  7. 7. Brand Positioning & Strategy Creative Strategy With insights from the cultural climate, market landscape, brand essence, and target mindset, we built a brand position and strategy. The Concept: Why the period? The The The Tone BIG idea How • Written communication has changed in the digital age. Ideas broadcasted on tweets, status updates, text messages, and instant messages do not need punctuation to get the message across. Punctuation implies meaning now. If it’s used, it’s to exude a tone of voice. The period signifies finality and certainty. First and foremost, State Farm must... To do this, State Farm will highlight its best The campaign will leverage State Farm by • Adding the period solidifies what meaning of “that’s it” we’re using. and most relevant quality: its accessibility. connecting to Convergents. Not “that’s it?”, not “that’s it!”, but “that’s it.” Key Message: • Tell an authentic story that accurately • State Farm will show that it is easy to use and • It will display an understanding of • State Farm preserves its legacy portrays State Farm’s company philosophy understand by... Convergents’ pivotal life transitions by... as the best insurance provider and values. in the nation by adapting to • Consistently highlight the simplicity of its • Providing the tools to guide them evolving standards of quality • Establish a unique personality for State services through ad executions. through their process. State Farm = that’s it. service. Farm that is memorable to 18-25 year olds. • Maintain a continuous and open dialogue • Highlighting that State Farm protects the with customers about their insurance. essentials that run and define The phrase is already embedded into • It is the most accessible and produces instantaneous results. their lives. the Convergents’ vernacular. • It is positive and addresses Convergents as a valued customer • Create participatory spaces and Synonymous statements: rather than a sales number. opportunities for millenials to empower themselves through their choices. • I’m confident that this is the best solution. • It offers a simple solution to a complex problem. • It’s easy, it’s obvious, it’s the only way. • Initiate unmediated conversations between • Its decisiveness establishes an optimistic, light-hearted tone. consumers as a way for them to express their knowledge and identity . 12 13
  8. 8. The Elements Of Our Campaign The Tagline: • Shane embodies the crux of our target audience in attitude, lifestyle, and rational thought. This is Shane, As goal-oriented and sound in decision-making as he is, Shane’s bountiful life experiences do not exempt him from acceding to moments of inherent befuddlement, particularly when faced the quintessential with an overabundance of car insurance options. Shane is self-assured in most areas of his life, yet at the same time he is keen enough to seek out help when help is needed. After a too-close- Convergent. for-comfort car accident depicted in the “that’s it” commercial, Shane is no longer oblivious to the reality of on-road dangers. Not wanting to swamp his mind with stress, he intuitively avoids the labyrinth of needless online browsing and discovers home in State Farm’s all-encompassing services. To Shane, State Farm is the “that’s It.” insurance company--the one and only he can always depend on and be conclusively satisfied with. Presents State Farm as the most confident, best solution. What’s important to him: The Logo: • Investing time and energy into hobbies that stimulate his sense of individuality. • Being proactive about social issues he cares about. Executions • Fostering strong social and career networks. • Intelligent pursuits that cultivate his sense of values and professional aspirations. Shane’s natural wit and comedic timing makes him an appealing and relatable personality. The typographic State Farm logo modernizes the look of the brand. • The abbreviated “SF” logo is more scalable to new mobile mediums. “Shane serves as the liaison between • The logos have extra styling elements such State Farm and Convergents.” Convergents.” as beveled edges and web 2.0 gloss, which are consistent with a trend amongst 14 technologically-advanced tools such as 15 Pandora and Facebook
  9. 9. “that’s it.” Commercial Your Car Wants to Say Something Meet Shane. He’s a 20 something year old guy staring at the car accident he just caused. Description In a few short scenes, State Farm introduces the catchy Description The print ad series features Shane in three risky situations: new concept of “that’s it.”, a simple phrase that is as one where he is backing up his car and doesn’t see a car useful and convenient to use as State Farm itself. driving by him, one where he has apparently gotten his phone wet and is blowdrying it, and one where he has fallen asleep Placement The clip can act as an amusing intro for a State Farm- with his valuables in the open and his front door unlocked. In sponsored show stream or as a 30-second commercial each situation, Shane’s essential things comment on what’s segment on television. Employing both television and happening, highlighting the relationship he has with them. online entertainment mediums provides a variety of placement options. State Farm is then able to target Placement The print ad series will be placed in the following popular specific markets by airing the commercial on specific convergent magazines: Us Weekly, Cosmopolitan, Sports channels and shows. Illustrated and Wired. The print ads will also be placed in nine high ridership bus stop shelters. The iPhone version will be Substantiation The commercial effectively portrays the simplicity placed in the tech oriented Wired magazine; the valuables and necessity of State Farm insurance in a fresh and focused ad will be placed in Sports Illustrated, and the car ad appealing way. Shane’s character sets the humorous yet will be placed in all bus shelters as well as all print publications. relatable tone, highlighting the implications of having one’s essentials compromised. A witty, tongue-in-cheek Substantiation In each ad, Shane looks quite clueless about what is going style maintains the energy of the commercial all the way on around him, highlighting how easily Convergents get into up to the resolution. risky situations. Moreover, the series brings light to the truth that people build relationships with their things. However, Success State Farm will evaluate the increase in sales of insurance the relationship is one-sided, with the person ceasing all the Measurement policies during months of commercial release, along benefits and the things at the whims of their desires. The print with tracking spikes in the number of hits on State Farm’s ad calls attention to the reality that we nonetheless depend YouTube channel, Facebook, and Twitter. on these things, and if they could speak they would ask for you to get State Farm. Success State Farm will evaluate the number of impressions made Measurement through the print ad series. In addition, and increase in brand awareness, website traffic, as well as conversions will indicate success of print ads. 16 17
  10. 10. Pocket Agent and Web Account Continuity In the Digital Age, linear flow of A multidimensional service accessible 1 The Account Log 3 My Essentials: communication is evolving into continuous, through several mobile phone platforms The account log is a new feature that State Farm acknowledges that instant dialogue through multiple channels. reflects State Farm’s underlying culture includes a full timeline of past Claims, Convergents don’t have much, so what and brand values: Phone Calls with Agent, Messages they do have is a long-term investment, Description Every execution in the “that’s it.” campaign will link back Description State Farm recognizes that the old 1-800 style of customer with Agent, and Accidents that were which is why keeping inventory of all to the “that’s it.” website, a hub that ties all elements of service is being replaced by new channels of communication • To help people manage the risks of everyday life and recover documented with the iPhone. The log valuables is important. State Farm also the campaign together. that offer instant access, robust feedback loops, and a rapid from the unexpected by having instant connectivity to an will be available on the customer’s State encourages taking inventory to make claim response. State Farm’s legacy as the first and best choice for agent Farm website account and the Pocket settlements, such as a robbed apartment, Videos Connects to the State Farm YouTube account, where the insurance service is reflected by its interconnected system. Agent. The log makes insurance less go more smoothly. The “My Essentials” “that’s it.” commercial is the featured video Every interaction matters, which is why State Farm has • Promising a quality partnership between consumers and ambiguous for Convergents, who believe feature of the updated Pocket Agent developed the Pocket Agent to compliment already existing State Farm full-access comprehensive knowledge is makes the process less tedious by enabling Twitter Connects to the State Farm Twitter account services such as online access to account information. not a privilege, but an expectation. In an the iPhone to take the person through the industry like insurance, the lack of access steps of inventory, with tips (i.e. taking Facebook Connects to the State Farm Facebook account QR Codes to personal account history is contributing picture along the process) and options to aka Quick Response Code, will to the overall distrust and confusion with click on (i.e. electronics, clothing). Just by Just Ask Us Connects to the State Farm Formspring account, an accompany all visual executions. insurance. pressing a few buttons, you can add the open-forum for people to express their concerns and Scanning a two-dimensional bar code item to your inventory with an optional inquiries or comment on State Farm in general. with your phone will redirect the user Accidents picture. The inventory is then available for to the “That’s it” website. The code will State Farm makes documenting accidents viewing on the online account. Applications Pocket Agent and Road Trip App be present on all visual ads. less stressful with the “After an Accident” and “Document an Accident” functions of the Pocket Agent. The updated Pocket 4 Connectivity between Substantiation Young adults crave independence and although 50% Agent gives you the option of continuing Pocket Agent and online account: of them are still financially dependent, many of them onto “Document an Accident” as the The updated application and online feel the need for both a personal agent and personal last step of “After an Accident”. Also, account integrates new features and attention. The “that’s it.” website offers a convenient the “Document an Accident” function ensures effortless fluidity between the place for Convergents to learn about insurance, 4. Get a Quote automatically records the date, time, two platforms. Information on the app empower themselves, and build a relationship with Users receive an instant estimate on auto and location of the accident. Recording is also accessible online and vice versa. State Farm. and renters coverage. information from “Others involved” is now Documented accidents and inventory under “Required Items”. Lastly, the option are automatically logged under “My Success Web analytics will determine the main site’s ability to 5. Pick Your Agent 1 2 3 to “E-mail” allows you to check your Agent, Documented Accidents” and “My Measurement draw traffic to the ancillary sites and vice versa. This room features a map of agents across Others Involved, Others (i.e. parents), and Inventory” sections when logged onto the US and a search engine where users Yourself to receive the full accident report. Also, the account type in their zip code to find a local agent. log is available for viewing on both 2 Fast Estimate platforms. The messages/alerts that 6. Pick Your Pay The “Fast Estimate” tool is a feature are accessible on the website are now What’s ‘it’? Pick Your Benefits This room allows users available on the website that received on the phone application. Lastly, The interactive website shows the inside of State Farm’s headquarters, to customize their insurance policy and accommodates Convergents’ expectations non-online transactions that were not offering our target an honest, insider’s perspective of State Farm as a tailor their coverage to fit their lifestyle. for quick and easy information. The tool previously available on the online report brand. The virtual building consists of six rooms. Each room conveys is one of the first features of the updated are now available for viewing on both the valuable information that helps breach both the knowledge gap and trust 1. Why Insurance? Users learn why 2. Why State Farm? Users learn how 3. Get the Basics This room describes the Pocket Agent for users who do not have application and the website. 18 gap between Convergents and State Farm, helping users make an educated having insurance is important as a State Farm offers the best quality and basics of Auto & Renters insurance in easy- State Farm accounts. 19 decision about their insurance policy. young adult. most accessible services. to-understand terms. 4