2. TRUST

3. COMMITMENT

4. honesty

5. all things necessary for a
Strong &
Enduring
RELATIONSHIP

6. Authenticity
integrity

7. RESEARCH

8. surveyed
760 people
in 37
states

10. want to feel
1
like individuals

11. many express self-reliance & independence
through gear & fashion
ACCESSORIES
that reflect their
INDIVIDUAL
PERSONALITIES.

12. 2 Geico & Progressive
ads belittle intelligence

13. PARENTS’
it’s seen as
“my
INSURANCE
COMPANY.”

14. 3 tokenism and Ethnic
specific Advertising Offends

15. THIS GENERATION,
more than any other, share "
lifestyles & experiences that
TRANSCEND RACE.

16. 4 they know what they
want from insurance

17. the absolute most important attribute?

18. TRUST

19. 1
want to feel
like individuals
2 Geico & Progressive
ads belittle intelligence
3 tokenism and Ethnic
specific Advertising Offends
4 they know what they
want from insurance

20. Creative Strategy

21. ROAD TRAVEL
TRIP ACCESSORY
CYA

22. CoverY Auto
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23. MEDIA & CREATIVE EXECUTIONS

24. TELEVISION

25. MAGAZINES

32. Online

34. IN-GAME ADVERTISING

37. Online television

38. .com .com .com .com

39. PROMOTIONAL REALITY GAME

43. Media partners
promotional partners

44. Agent/Parent StRategy

45. if agents can transition these
LEGACY PROSPECTS
to their own policies,
they have the greatest potential to become
LIFELONG CUSTOMERS
& BRAND ADVOCATES.
"

47. gives AGENTS
the tools they need to get the
CONVERSATION started.

48. Brand experience

49. CoverY rAssets
ou

52. Cause Branding

55. demonstrating
STATE FARM S
commitment to communities
and giving them the opportunity to say…

56. MADE A
DIFFERENCE.

57. MEDIA SCHEDULE

58. 28%
Legacy Club 1.6%
In-Game 5% Television




16% 
Media Budget
Online & Guerilla 3.3%


Facebook 




Campus Media 10%
Radio 16.5%
Magazines 9.5%

59. METRICS

60. parents’ insurance CONTEMPORARY
price VALUE
unimportant IMPORTANT

61. CoverY Auto
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CoverY rAssets
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62. CoverY Auto
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