University of California, Los Angeles | Advertising & Marketing Team 2010
University of California, Los Angeles
Advertising & Marketing Team 2010
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 thatsit.com 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.
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.
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
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 —bnet.com 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 %
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…”
—Pew Social Media Survey —Mintel 01.2010 — Chicago Tribune
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.
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%
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
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
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 .
The Elements Of Our Campaign
• 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.
• 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.”
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
“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.
thatsit.com 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. www.statefarm.com. 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