This document provides an executive summary of a marketing campaign for State Farm auto insurance. Key highlights include reaching over 1 billion target impressions through a 13-month multimedia strategy. The campaign leverages a "road trip" metaphor and positions agents as travel accessories. It uses the creative strategy of "CYA" and engages audiences through an interactive promotional game. Branding and community initiatives empower customers and agents to make local impacts. Research inspired the campaign from diverse sources like Old Spice, Nike+, and Farmville to emotionally engage audiences.

1. TABLE OF CONTENTS
2 EXECUTIVE SUMMARY
IMC Graphic
9 MEDIA STRATEGY + CREATIVE EXECUTIonS
Television
Magazines
TAbLE of ConTEnTS
26 AGEnT/PAREnT STRATEGY
Legacy Club
1
3 InSPIRATIonS Radio 28 bUDGET/fLoW CHART
Online Advertising
Websites, Social Media + Mobile Media
4 RESEARCH STRATEGY In-Game Advertising
30 WHY noTS
Key Findings
Promotional Reality Game
SWOT Analysis 31 CAMPAIGn METRICS
Guerilla Media
Campus Media
7 CREATIVE bRIEf 32 bIbLIoGRAPHY/TEAM PAGE
Positioning Strategy
25 CAUSE bRAnDInG
Creative Triangulation
State Farm Identity

2. EXECUTIVE SUMMARY
2 EXECUTIVE SUMMARY
Through online surveys, focus
groups and interviews at
With this campaign, State Farm
is again relevant, auto insurance HIGHLIGHTS of THE CAMPAIGn InCLUDE:
Implementation of a creative More than $1 billion target
auto-centric venues like the is more important, the value of
DMV and an international auto agents is appreciated, and State triangulation strategy based on the impressions over 13 months.
show, it became obvious that Farm is seen as a company that post graduation “road trip” as a A partnership with IKEA to promote
auto insurance is a low is both price competitive and metaphor for life, positioning the agent renters and auto insurance.
involvement product category. “with it”. as the ultimate travel accessory, and A highly interactive and entertaining
a memorable battle cry using the promotional reality game.
In addition, the perceived impor- A brand health model was used acronym CYA. A special program aimed at
tance of auto insurance is mini- to demonstrate the campaign’s A media strategy that leverages the parents of Legacy Prospects
mized by overwhelming competitive efficacy. An increase of more Target audience’s fondness of and the agents who handle the
advertising focusing on price. than 10 points in the brand multitasking and demonstrates a new families’ policy.
health score translates into a level of sophistication in the area of A unique cause branding
Taking inspiration from sources as PoTEnTIAL fIRST YEAR digital media. campaign that empowers
diverse as Old Spice and Farmville, Message placement opportunities customers and agents to make
MARkET SHARE GAIn of in over 30,000 retail outlets resulting a difference in their local
the campaign you are about to see
successfully engages the target MoRE THAn 2% from collaboration with hot brick communities.
audience in a memorable way. and mortar promotional partners.
CYA Kit
College Papers E-Perks
Legacy Club
MTV U Agents LeBron
Campus Media
CYA Roadshow Stops Online
Television
Cable Amazing Race
Agents Network
Road Trippin’ Rally
Good Neighbor
Project Champions
Network ThereTown.com Good Neighbor Network
Statefarm.com Facebook
Websites
LeBron Road Trippin’ Rally
State Farm Agent Template
(Promotional Reality Game)
Legacy Prospects
Promotional Partners
Competitors’ Customers Augmented Reality Inserts
Facebook National Mags
Mobile & Social Online
GPS
Smart Phones
Media Not Yet Insured
Synced Banner Ads
Targeted Websites
Brick & Mortar Promotional Partners
(Road Trippin’ Rally)
Media
IKEA
17 Spot Markets CYA Roadshow
Radio Guerilla

3. Y INSPIRATIONS
Like all great creative works, this campaign took inspirations from
a diverse group of brands, companies, people and concepts.
InSPIRATIonS 3
oLD SPICE nIkE+ fARMVILLE GREY GLobAL’S
Old Spice is a seventy-year-old Nike+ teamed up with Apple to Farmville quickly became the EMoTIonAL TRIGGERS
brand that changed its image create a worldwide community most popular game application on All purchase decisions are
without changing the essence of among runners. Nike+ builds Facebook because of its ability to emotionally based. Grey’s
the product. Old Spice champions this community by encouraging capture the imagination of its users. Emotional Triggers model says
the brand’s “experience” by runners to link their data with other The game allows users to manage a there are actually nine triggers
positioning itself as a big brother runners and sports enthusiasts. virtual farm by planting, growing and that can improve brand relevance
who doesn’t take himself too This unique network provides data, harvesting virtual crops, trees and and appeal: Pride, Empowerment,
seriously. Humor became a key information and a platform for livestock. The sense of community Trust, Identification, Familiarity,
creative asset for this previously social networking. and involvement among friends has Warmth, Curiosity, Relevance and
earnest brand. now made this game popular with Approachability. Many of these
people of all ages. emotional triggers are consistent
with State Farm’s brand personality
and provide new insight into
how to bring a low interest, low
involvement product category to
life. Throughout this proposal this
will indicate tactics and
CHASE CoMMUnITY bUD LIGHT– REAL MEn THE TRUTH strategies that are
GIVInG MoDEL of GEnIUS CAMPAIGn consistent with the nine triggers.
The Chase Community Giving Through humor and satire Bud The Truth anti-smoking campaign
campaign was launched in 2009 to Light’s “real men of genius” has has had a huge impact on attitudes
promote giving on a local level. This arguably become the best beer toward smoking. The campaign
cause branding campaign works advertising on radio. The audience presents the facts and allows the
to get people involved in their local has expressed such a love for Bud target audience to interpret and form
communities by allowing them to Light’s sense of humor that one their own opinions. This campaign
vote for non-profit organizations spot in particular has grown to is strongly targeted toward a young
that they feel deserve funding. The include a full promotional line of audience whose behaviors are
money provided to these local products. Bud Light has been so still forming. The strength of this
charities and community initiatives successful they now own the All campaign is in their extremely
helps to promote positive change American tradition of tailgating. creative and thought provoking
to neighborhoods across the nation guerilla work.
and around the world.

4. RESEARCH STRATEGY
4
GoALS
RESEARCH STRATEGY
PRIMARY RESEARCH TECHnIqUES SEConDARY
RESEARCH
1. Identify strategically significant foCUS GRoUP TECHnIqUES
characteristics of the target Helped gain insights about attitudes toward auto insurance and to
audience’s “ecosystem” better understand the target audience’s thought process when it comes
to choosing an auto insurance provider. DATAbASE RESEARCH
2. understand the role of parents in Mintel Reports
selecting an auto insurance provider MRI
onLInE SURVEYS QuantCast
3. understand the issues the target 760 surveys in 37 states Nielsen
audience has with agents Arbitron
4. Identify the key attributes that make InTERCEPT CAMERA InTERVIEWS SRDS
up the target audience’s ideal auto DMV SuRVEY INTERVIEWS
insurance company Conducted one-on-one interviews with members of our target audience InDEPEnDEnT STUDIES
while they were waiting to get their auto registrations, exams, etc. INSuRANCE SPECIFIC
5. Learn how State Farm, the Competitor’s websites
competition and the insurance State Farm websites
category are perceived PORTLAND INTERNATIONAL AuTO SHOW
Conducted one-on-one and triad interviews with Insurance articles
6. Identify “best in class” promotional members of the target audience on the Insurance blogs
practices within the category and exhibition floor. You Tube
among brands aimed at the same Facebook
demographic DEQ SuRVEY INTERVIEWS Twitter
Conducted one-on-one interviews at an
7. Identify media opportunities Oregon Department of Environmental Quality
ADVERTISING SPECIFIC
Ads of the World
8. Identify high-potential sub-groups station while members of our target audience
waited for get their emissions test. The Favorite Website Awards
Web urbanist
9. Identify potential promotional partners uaddit
CONCEPT TESTING
A test sample of 50 in-demo participants completed Collegehumor
Three generations
a pre-campaign brand health survey and then a follow-up of State Farm
Nuffy
survey after a short presentation of the campaign. customers. Frederik Samuel blog
Hongkiat
Adweek
AGENT INTERVIEWS AdFreak
Interviewed State Farm agents and one agent trainee to discuss Canadian Design Resource
the target audience and the challenges in marketing to it. Toxel
Adoholik
Coolhunter

5. kEY fInDInGS 5
1 STRATEGICALLY SIGNIFICANT CHARACTERISTICS OF THE TARGET
MARKET “ECOSYSTEM” 4 THE KEY ATTRIBuTES THAT MAKE uP THE TARGET AuDIENCE’S IDEAL
AuTO INSuRANCE COMPANY
The top five attributes in descending order of importance:
The target audience is very tech savvy. They are accustomed to timely
news and having 24/7 Internet access. They are also accustomed to having Trustworthy
a variety of channels to contact businesses. Looks out for my best interests
Responsive to my questions and claims
Best overall value
They are accustomed to immediate gratification
Contemporary image (“with the times”)
and will often dismiss product/services that do
5
not provide it as unimportant. This is especially
HOW THE INSuRANCE CATEGORY IS PERCEIVED
true of intangibles.
The target audience would rather spend its money on “fun stuff” than
They are experts in multitasking and often use
insurance. As a result, they often only carry a liability policy.
media, such as television and the Internet, simultaneously.
2 THE ROLE OF PARENTS IN SELECTING AN AuTO INSuRANCE PROVIDER Auto insurance is a low involvement, low importance category.
The majority of the target audience maintains a very strong relationship with Insurance is an intangible product. It provides the target audience with no
their parents. Of the target audience, eight out of ten talk to their parents sense of immediate gratification and, as a result, they are very susceptible
daily. Three out of four see their parents once a week. to price appeals.
They are self-conscious about admitting to any influence parents have on They know they are not very knowledgeable about car insurance but they
their choosing a car insurance provider. are reluctant to ask questions because they don’t want to appear stupid.
6
HOW THE COMPETITION IS PERCEIVED BY THE TARGET AuDIENCE
They are reluctant to talk about any financial assistance their parents
may provide
The target audience feels that current Progressive and
3 THE “ISSuES” THE TARGET AuDIENCE HAS WITH AGENTS Geico advertisements belittle its intelligence.
Without education or experiencing a situation where they could have really Progressive and Geico are seen as advertising too much.
used an agent the target audience doesn’t appreciate the value of agents. As a result the target audience complains of message
fatigue.The target audience knows Geico and Progressive
When making important purchase decisions, they prefer to deal with people spend a lot of money on advertising.
only slightly older than themselves.
Geico and Progressive sell on price and rarely even
Dealing with agents is perceived as a hassle. The target audience believes talk about insurance. Farmers and Allstate advertising
agents just want to sell them something. is fairly serious. These two different tactics leave
open ground for State Farm to educate the target
Agents are seen as intimidating. audience about the importance of car insurance
in a humorous way.

6. 6 SWoT AnALYSIS
7 HOW STATE FARM IS PERCEIVED BY THE TARGET AuDIENCE
Although State Farm is perceived as a high quality company, it is also
8 HIGH-POTENTIAL SuBGROuPS
“Pro-cos” is a name developed over the course of the campaign to refer
seen as expensive, old, and not technologically savvy and, therefore, to typical Progressive and Geico customers who only consider price when
irrelevant by part of the target audience. shopping for car insurance.
The “Good Neighbor” line of State Farm’s The high attrition rate of Geico and Progressive customers means these
slogan is either a hit or a miss with the target “Pro-co” customers will be the most likely to need to find a better insurance
audience. Approximately 50% of the target company soon.
audience said they get it if they mentally
convert neighbor to friend, while 50% of the Farmers and Allstate customers are the least likely to move to State Farm.
target audience, mostly urbanites who are the
main target of the campaign, think its cheesy Legacy Prospects are those individuals who have previously been covered
or creepy. under their parent’s State Farm policy but are going to be on their own
policy soon and, therefore, will be searching for an auto insurance company.
On the other hand, “We’re There” was well
received by all participants. Legacy Prospects will also be more likely to become State Farm customers
because of the exposure to the kind of customer service an agent can offer,
as well as the recommendation they receive from their parents.
STATE fARM—MARCoM SWoT AnALYSIS
A Marcom SWOT contains only those strengths, weaknesses, opportunities and threats that can be impacted by marketing communication
STREnGTHS WEAknESSES oPPoRTUnITIES THREATS
Overall market share leadership Low category importance among Promote the importance of Losing the edge of the
Best in class claims service and the target audience auto insurance “Pocket Agent” to Geico
customer satisfaction Low share of voice across all media Better use of strategic partnerships Progressive’s increasing
Best in class smart phone app Perceived as expensive Increase media savviness (promote app. focus on the agent model
Best “net value” Age discrepancy between the capabilities, social media, microsites) Geico and Progressive’s
70% of people who drop their young adults and the State Expose competition’s extremely high share of voice
State Farm coverage come back Farm agents and their office staff high turnover rate and the marketing Resistance to agent
within two years practices that cause it. experience
More agents and office personnel Assume leadership voice in
than any other insurance company renters coverage
Most people in urban settings Promote bundling of auto and
live within three miles of the renters insurance
closest agent

7. CREATIVE BRIEF
Potential market share gains will first be reflected in behavioral changes
bRoAD CoMMUnICATIonS CHALLEnGE To
CREATIVE bRIEf 7
that are positive for State Farm and counter to the competition. Behavioral oVERCoME:
changes are driven by changes in attitude. Attitudinal changes are driven by Low involvement category: Most young adults don’t care about
new knowledge gained by the target audience. Following are the objectives insurance, until they need it. Insurance is an intangible product lacking
for the three components of this hierarchy: instant gratification.
Low visibility: Compared to their competition, State Farm has a very low
share of voice.
bEHAVIoRS To CHAnGE Lack of connection: The slowness to adopt new marketing technology,
State Farm has gained the image of not staying “with the times.” Plus,
Toward State Farm Toward Competitors (Pro-cos) State Farm’s advertising has not used creative approaches that attract
Visit ThereTown.com Ask informed questions or resonate with young adults.
Participate in games and promotions Share their negative opinions
Contact an agent with peers.
Join the Legacy Club SPECIfIC CoMMUnICATIonS CHALLEnGES:
Bundle auto and renters insurance Insurance is important
Become a brand advocate Agents add value
State Farm is price competitive
ATTITUDES To CHAnGE
PERCEPTUAL MAP:
Toward State Farm Toward Competitors (Pro-cos) This perceptual map was developed with the assistance of focus groups
Realize that car insurance is important Believe competitors want that discussed the personality and focus of competitive ad campaigns in the
Believe agent relationships add value customers to stay ignorant insurance category. It helped identify the “open ground” in the auto
Feel that State Farm “has their best Realize that cheap isn’t insurance advertising category.
interests in mind” always cheap and easy
Realize you don’t have to pay more isn’t always easy
to get the best
Believe that sooner or later they will Allstate
need their auto insurance
knoWLEDGE To CHAnGE
Toward State Farm Toward Competitors (Pro-cos)
State Farm has great discounts and is Extremely high rates of
very price competitive customer turnover
70% of customers that leave State Farm Lack of local support
return within two years Virtually no community
Sometimes competitors ask State Farm involvement
to process their claims
State Farm has the best net value

8. 8 CREATIVE bRIEf
PoSITIonInG STRATEGY/CREATIVE ExECuTIONAL CONSIDERATION: In order to be effective, yet consistent with
TRIAnGULATIon: company values, the campaign must meet the following standards:
The creative strategy revolves around two complementary concepts Sense of humor Hip/Contemporary
and a strong battle cry. Entertaining Accepting/Approachable
Empathetic Trustworthy
ROAD TRAVEL
TRIP ACCESSORY Leadership voice Slight sense of urgency
Edgy yet tasteful Authentic/Sincere
STATE fARM IDEnTITY
ALTERnATIVE LoGo
CYA State Farm recently went through a
RoAD TRIP METAPHoR (LIFE IS ONE BIG ROAD TRIP) signature revision and that was definitely a step in the
right direction. While a new logo was not part of the case
The road trip is a staple of American culture and youth deliverables, a new logo is part of this proposal. This new
It’s seen as almost a right of passage logo is very much in keeping with the design school
Offers many opportunities for storytelling reflected by Nike and Apple, two logos with great affinity
Consistent with one State Farm program currently underway among young adults. A sample application of the new logo
on a few elements is presented, just to show how it could
work. In no way would this campaign be dependent on the
TRAVEL ACCESSoRY: use of this logo or be diminished by not using it.
Position State Farm as a travel accessory rather than a legal necessity
Accessories are high involvement purchases that are more SHoRTEnED TAGLInE
appealing to the average consumer than insurance As discussed in the key research findings, the
People are willing to spend more time and money on accessories current eight-word tagline is not particularly
strong with this demo. The two strongest
words implied by the tagline are “We’re there.” We’re There.
CYA AS A bATTLE CRY: Instead of creating a new tagline or not using
CYA is a well-known term for protecting yourself the existing one, we propose this shorter,
It also makes a three part battle cry stronger version.
CoverYourAuto
CoverYourAssets
CallYourAgent
CYA is also digital shorthand for See You…which is what State Farm agents
hope to do.

9. MEDIA & CREATIVE
Contrary to conventional wisdom,
the target audience spends more
MEDIA STRATEGY + CREATIVE EXECUTIonS : TELEVISIon
The overall objective of the media strategy is to achieve a higher level of
visibility across a wide variety of media platforms without the message fatigue
TELEVISIon
9
discretionary time with traditional associated with Progressive and Geico. A secondary objective is to reduce the Television should be included
media than with online and mobile “not with the times” image of the company through the effective use of digital in the media mix due to the
media. They also spend a great media as well as a more contemporary brand personality in all media. high concentration of the target
deal of time multitasking, watching audience exposed to it every
television, surfing the web, or using THE MEDIA PLAN EMPHASIzES REACH FOR THE FOLLOWING MARKET, week. According to an August
a smart phone. This drives the MEDIA AND MESSAGE FACTORS: 2009 Mintel report:
creative by forcing cross-platform
The brand is well established 11.77 average hours spent
integration between those media
The message is new and simple watching television each week
and others. According to MRI
The campaign is attempting to make the product more “high involvement” 39% “often or usually” surf the
studies, the target audience is
The product is purchased infrequently Internet while watching television
also heavy users of magazines as
The ads will stand out in the category 56.7% live in a household that
well as radio. Overall, the target
New media are being used for the first time subscribes to cable television
audience is heavily engaged in
The message fatigue levels of Geico and Progressive must be avoided
five ad-supported media:
television, Internet, magazines, Network advertising will be
radio, and mobile. Reach and frequency goals plus cost efficiency goals are reported with the limited to CBS for the launch of
media flow chart on page 28. the promotional game on The
The media strategy will also reflect Amazing Race.
seasonal and regional realities. THE TOTAL MEDIA MIx INCLuDES:
According to agents interviewed, Television including network, online and cable CAbLE TELEVISIon
slight seasonal highs occur in National magazines and corresponding online sites SELECTIonS:
the spring and fall. State Farm is Internet advertising including social network engagement ads
stronger overall in the Midwest Website modifications, social media and mobile media
and South and less strong in key Radio in strategically selected spot markets
markets on both coasts, according In-game ads
to recent Mintel data. Interactive promotional game
Campus media including cable television and newspapers
Two guerilla programs, one being a traveling exhibit and the other a
promotion with IKEA aimed at renters
A direct mail and online membership program aimed at State Farm agents,
Legacy Prospects and their parents

10. 10 TELEVISIon
Online television offers target 46 percent of 18-24 year olds The appeal of online commercials
specific advertising as well as a would rather watch a TV show, has increased as viewers are given
captive audience for the ad before, movie or short video with a choice of three different spots
during, and after videos and shows. commercials than pay to watch it to watch.
without commercials.
SPoT #1: ACCESSoRY
1. 2. 3. 4. 5.
1
1.
2
2.
3
3.
4
4.
55.
Girls leaving a club walking One of the girls approaches John points out the cars Close up of the rims Shot of the lavish interior
toward a guy, admiring his car. the guy. features.
Girls leaving a café walking one of the girls approaches
One of the girls approaches John points out the cars
John points out the Close up of the rims. Shot of the interior.
Girls leaving a club walking Close up of the rims Shot of the lavish interior
towardthe girls: Hey, there’s car.
One of a guy, admiring his the guy. Emily.
John: Hey car’s features. got the
John: Thanks! I John: It comes with 20” sport John: ...and a Nav/Media
toward a guy, admiring his car. the guy. features.
John! Emily: Nice car. premium package, it’s tricked wheels, xenon headlights with system
out. daytime drving lights...
Emily: Hey, there’s John! John: Hey Emily. John: Thanks! I got the John: It comes with 20'' John: ...and a nav/Media
One of the girls: Hey, there’s John: Hey Emily.
Emily: nice car. John: Thanks! I got theit’s
premium package, John: Itwheels, Xenon sport
sport comes with 20” head- John: ...and a Nav/Media
system
John! Emily: Nice car. premiumout.
tricked package, it’s tricked wheels,with daytime driving
lights xenon headlights with system
out. daytime drving lights...
lights...
6
6.
7
7.
8
8.
9
9.
10 CoverYourAssets
10.
CoverYourAuto
CYA
End Card
6. 7. 8. 9. 10. CallYourAssets
Cover Your Agent
Cover Your Auto
Call YourCYA Agent
State Farm
End Card
Cover Your Auto
Emily looks quizzingliy atat
Emily looks quizzingly John shrugs and tries to
John trying to impress Emily turns and walks away.
Emily turns and walks away. Girls walking away giggling.
Girls walking away giggling. Copyand State Farm logo.
Copy and State farm logo.
Cover Your Assets
John.
John. Emily.
downplay the question Call Your State Farm Agent
Emily looks quizzingliy at
Emily: nice but, who’s John shrugsIand tries to
John: oh, got something Emily turns and walks away.
Emily: See ya! Girls on the surface online
Vo: walking away giggling. CopyLife is a trip. Travel
Vo: and State Farm logo.
Emily: Nice...but,this?
insuring all of who’s
John. downplay Ithe question
John: Oh, got something
cheap online Emily: See ya! VO: On the surface online
insurance sounds great, VO: Life is one accessory you
with the a trip. Travel with
insuring all of this? cheap online
Emily: online!? insurance sounds great, until
until you look under the the one accessory Cover your
can really trust. you can
Emily: Online!? you look under the hood.
hood. really trust. Cover your auto,call
auto, cover your assets,
cover State farmcall your
your your assets, agent.
Emily: Nice...but, who’s John: Oh, I got something Emily: See ya! VO: On the surface online VO: Life is aagent.
State Farm trip. Travel with
insuring all of this? cheap online insurance sounds great, until the one accessory you can
Emily: Online!? you look under the hood. really trust. Cover your auto,
cover your assets, call your
State Farm agent.

11. TELEVISIon 11
onLInE TELEVISIon SELECTIonS: ANNuAL AuDIENCE
DELIVERY OBJECTIVES FOR
NETWORK TV, ONLINE
VIEWING AND CABLE TV.
Family Guy, The Office, American Idol, 24, Lost, Modern Family, Saturday Night Live, Chuck, Target Impressions
The Simpsons, 30 Rock Hell’s Kitchen Scrubs Community, The Office 241,000,000
Aggregate TRPs
730
SPoT #2: RoAD TRIP *In produced spot, the role of the agent will be played by LeBron James.
1. 2. 3. 4. 5.
1
1.
2 2.
3
3.
4
4.
5 5.
Artichoke Sign
Artichoke Sign
State Farm agent sitting Two guys approach the car. After nishing a bag of chips Time lapes - Agent asleep in Worlds largest artichoke sign
shotgun in a parked car - The agent quickly climbs in the driver tosses the wrapper the back seen through window.
State farm agent sitting
State Farm agent sitting
cleaning the side view mirror. Twoback unnoticed the car.
guys approach the car.
the guys approach and they After finishing the agent in
After nishing a a bag of
in back, hitting bag of chips Time lapes - Agent asleep in in
Time lapse- Agent asleep Worlds largest artichoke
Worlds largest artichoke sign
shotgun in aa parked car
shotgun in parked car - The agent quickly climbs in in
The agent quickly climbs
take o down the road. chips the tosses the wrapper
the driver driver tosses the
face the back.
the back sign seen through window.
seen through window.
cleaning the side view mirror.
cleaning the side view mirror. the back unnoticed and they
the back and they take off wrapper in thethe agent in
in back, hitting back hitting
on theirdown the road.
take o road trip. the face in the face.
the agent
Audio: Agent humming. Audio: Mu ed conversation Audio: munch, munch munch... Audio: Agent snoring. Co-pilot: Wanna check it out?
between the two guys talking
Audio: The two guys Driver: Did you catch the game
Driver: munch, munch, Driver: Sure.
Co-pilot: Wanna check it out?
Audio: Agent humming. Audio: thier road trip.
about Mu ed conversation
talking about their Audio: munch, munch munch...
last night?
munch Audio: Agent snoring. Co-pilot:Sure your roll, you’re
Driver: Wanna check it out?
Slow
between the two guys talking
road trip. Driver: Did you catchgame
Did you catch the the game Driver: Sure. the exit roll,
gonna miss
Co-pilot: Slow your
about thier road trip. last night?
last night? Co-pilot: Slow your roll, you’re
you’re gonna miss the exit!
gonna miss the exit
6
6.
6. 7
7.
7.
Car Crash
8
8.
8. 9 CoverYourAssets 10
9.
9. CoverYourAuto
10.
10.
Car Crash CallYourAgent
The two stare at the giant
The two guys stare at the The car slowsto get a a better
The car slows to get better Agent leans forward between
Agent leans forward between Copy and State farm Logo.
Copy and State Fram Logo Agent lowershis clipboard and
Agent lowers his clipboard and
giant artichoke in amazement.
artichoke in amazement. look and gets hit from behind.
lookand gets hit from behind. the seats and begins
the seats his eyes slowlyto the window.
his eyes shift shift to the
The two stare at the giant The car slows to get a better Agent leans forward between
explaining what to do Copy and State Fram Logo Agent lowers his clipboard and
window
artichoke in amazement. lookand gets hit from behind. the seats and begins his eyes slowly shift to the
Driver: Whoa... that thing Audio: CRUnCH! Agent: You guys okay?
explaining what to do Vo: Travel with the one Agent:...That’s pretty much
window
is HUGE!!! Guys: Yeah accessory you can really it. We will take care of
Driver: Whoa...that thing is Audio: CRUNCH! Agent: You guys first...
Agent: Good, okay? VO: Travel withState farm
trust... your the one the rest. (Pause) Did you
Agent: ...That’s pretty much it,
HUGE!! Guys: Yeah agent.
accessory you can really trust, guys see the size of this
Sate Farm agents will take care
Driver: Whoa...that thing is Audio: CRUNCH! Agent: You guys okay?
Good, rst... VO: Travel with the one
your State Farm agent. artichoke!?
Agent:rest. (pause) Did you it,
of the ...That’s pretty much
HUGE!! Guys: Yeah accessory you can really trust, Sate Farm agents of this care
guys see the size will take
Agent: Good, rst... your State Farm agent. of the rest. (pause) Did you
artichoke?
guys see the size of this
artichoke?

12. 12 MAGAzInES
MAGAzInES
Magazines are highly used by our target audience, indexing at 126 and
until you open it up and see that it’s 118 in quintiles I and II. Magazines are able to offer a high degree of
knot cool.
audience segmentation and selectivity. Other reasons we chose to
include magazines:
Finally time to CYA? Average hours spent by 18-24 year olds reading
magazines each week: 1.50
18–24 year olds “affected” by a magazine ad
in the past week: 39%
The ability to deliver a tactile message to a large number of people
get burned.
Finally time to CYA?
Life’s a trip. Travel with the one
accessory you can really trust...
Your State Farm Agent
Life’s a trip. Travel with the one
accessory you can really trust...
Your State Farm Agent
www.theretown.com
www.theretown.com
We’re There.
We’re There.
PRInT AD #1 PRInT AD #2

13. MAGAzInES 13
PRInT AD #3
TRADITIonAL AnD onLInE
PRInT SELECTIonS: the world turns on you.
Finally time to CYA?
MAGAZINE
Life’s a trip. Travel with the one
Four full-page bleed inserts feature accessory you can really trust...
Your State Farm Agent
quirky roadside attractions and
odd things that might happen www.theretown.com
there. The ad copy is designed to
entertain and make a point about
We’re There.
the importance of dealing with the
right insurance company.
15-minute car insurance sounds good, until A webcam interactive road trip map will be on the back of
time is against you. each insert. When the map is held up to a webcam, it will
Finally time to CYA?
ANNuAL AuDIENCE DELIVERY activate hidden content on ThereTown.com.
OBJECTIVES FOR INSERTS
AND ONLINE MAGAzINE
ADVERTISING:
Target Impressions
215,037,000
Aggregate TRPs
652
Life’s a trip.
Travel with the one accessory
you can really trust...Your State Farm Agent
www.theretown.com We’re There.
PRInT AD #4

14. 14 RADIo
RADIo SELECTED DAYPARTS AND
FORMATS: Seattle
Radio has shown a resurgence Weekday, 10:00 am – 3:00 pm
(109 index) Portland
recently among the target
audience. With more avenues to Weekday, 7:00 pm – midnight boston
listen (the car, online streaming and (180 index)
mp3 players acting as portable FM CHR, Country, urban, Alternative Philadelphia
players), radio is a good medium for formats (terrestrial and streaming) Sacramento Denver Washington, D.C.
a mobile audience and a good San francisco-San Jose
medium to support or follow According to a very recent Mintel Charlotte
television. A majority of radio study, State Farm is strong in
usage is still in the car, making it mid-America and less so on the Atlanta
Los Angeles
a contextually relevant medium. coasts. Radio is the medium that Phoenix
provides a regional flexibility. Of the Dallas
Average hours spent by 18-24 top 25 MSAs, the map shows where
year olds listening to radio each radio will be used.
Houston orlando
week: 5.38 Tampa
18-24 year olds “affected” by a
Miami
radio ad in the past week: 34%
SPoT ANNuAL AuDIENCE DELIVERY
#2 OBJECTIVES FOR SPOT
MARKET RADIO IN 17 MSAS
1
SPoT # (funn
y
Target Impressions
Hey, voice) 165,000,000
I just Aggregate TRPs
Farm got b
a ac
mone gent. Tur k from m 500
y. ns ou y Sta
t I’m t
er: money.
(Laug savin e
Announc parents Why
hter f
rom g g
You to ok your yo
mone u laughin y on phon
u
ister sfx) y’s no g?!?
Savin )
e
(cash reg nts car. Anno t funn
your pare u
At St ncer:
y! g
You took at
(car sfx) ir discou
nts ISN’T e Farm, s
take the f a
busin unny…It’s ving mone
Now you can ess! serio y
agent! Cove us
and their ling isn’t
fun?
Asse
r you
r Aut
said stea er your ts o,
Who
uto, Cov State , Call you Cover you
Cov er your A gent. hope
Farm
,
r Age
nt r
all your A nd we to CY we’re the .
Assets, C there…a A! re…a
we’re nd w
Sta te Farm, e
CYA
hope to

15. onLInE ADVERTISInG 15
onLInE ADVERTISInG Synced banner ads were AD #2 is a take-off of the “World
popularized by the Apple-PC turns against you” ad. The world’s ANNuAL AuDIENCE DELIVERY
Eighty-two percent of the target OBJECTIVES FOR ONLINE
campaign where action in a tile largest world drops off its pedestal ADVERTISING
audience uses the Internet daily ad would spill into another online and starts rolling across the
with 14 hours per week being the ad space such as a headliner headliner left to right. When it hits Target Impressions
average amount of time spent for 146,237,000
or a tower. The State Farm the right end of the ad space, it
discretionary use of the medium. Aggregate TRPs
CYA campaign features two drops from sight and reappears 443
synced banners. in the tile space below where it
Synced banner ads will be used chases a car. Copy similar to the
on various websites because they print ad is used in this banner ad.
AD #1 uses the fun appeal of
offer a higher rate of effectiveness solving vanity plates to pull people
and engagement than normal static in. Viewers can try to solve the
banner ads. While the following site AD #2
plate and submit their own for
selection features a number of sites the chance to have it appear on
with broad appeal, the State Farm a subsequent ad. The tile and
synced banner ads would be placed the headliner ad space interact.
only in front of the target demo using
LOGO INFORMATION.
The vanity plates shown would all
the behavioral targeting data mined
#FFF100 / “FUNNY” COLOR
#4EC7EC / “OR” COLOR
#EF4723 / “DIE” COLOR
FOR ANY QUESTIONS ON LOGO USAGE,
YOU CAN EMAIL LIZ@FUNNYORDIE.COM & NATE@FUNNYORDIE.COM
have something to do with auto or Off the shelf car insurance sounds great,
by the sites. until the world turns on you.
AND THEY CAN ANSWER ANYTHING FOR YA.
#000000 / BORDER COLOR
renters insurance. The clue for this
PREFERRED LOGO LAYOUT.
one is “When you are this, you are
Finally time to CYA?
» CANNOT BE ON BACKGROUND LIGHTER THAN #444444.
y the
» CANNOT BE PLACED ON PATTERN. (STRIPES ARE ALSO OUT)
» CANNOT BE TAKEN OUT OF RATIO/WARPED IN ANY WAY.
» CANNOT CHANGE COLORS.
» CANNOT ADD ANY POST EFFECT. (EX. DROP SHADOW/GLOW) more likely to have an accident” .
The answer is “late and lost” .
» CAN BE PLACED ON ANY COLOR.
» CANNOT BE PLACED ON PATTERN. (STRIPES ARE ALSO OUT)
» CANNOT BE TAKEN OUT OF RATIO/WARPED IN ANY WAY.
» CANNOT CHANGE COLORS IN ANY WAY.
ty Plate Game!
» CANNOT ADD ANY POST EFFECT. (EX. DROP SHADOW/GLOW)
The one accessory you can trust
» ONLY TO BE USED IN SCENARIOS WHERE THE ABOVE LOGOS WILL
NOT WORK AND/OR SURROUNDED BY OTHER LOGOS IN ONLY
ONE COLOR.
» CANNOT BE PLACED ON PATTERN. (STRIPES ARE ALSO OUT)
» CANNOT BE TAKEN OUT OF RATIO/WARPED IN ANY WAY.
» CANNOT ADD ANY POST EFFECT. (EX. DROP SHADOW/GLOW)
» CAN ONLY BE USED IN #FFFFFF & #000000
POSITIONING.
DO NOT PLACE ANY OBJECT/LOGO WITHIN AN EQUAL DISTANCE OF THE FUNNY OR DIE LOGO
L8NOff Vanity Game! turns sounds great,
the shelf car insurance Game
Plate
X X
Play the
Play the
X
X
X LsT until the world
Vanity Plate Game!
Vanity PlateX
on you.
The one accessory you can trust
The one accessory you can trust
The one accessory you can trust World’s Largest
World’s Largest
World 3 mil.
rld
World 3 mil.
rld
CLICK 4 HINT
Finally time tocauses of accidents
1 of the biggest
CYA? Life’s a trip.
Travel with the
Vanity Plate Game
Vanity Plate Game one accessory
SO
SOLVE IT Late & Lost Suggest a
CLICK 4 HINT 1 of the biggest causes of accidents
CLICK 4 HINT 1 of the biggest causes of accidents
CLICK 4 HINT 1 of the biggest causes of accidents
you can
SO
SO
NEW PL8
SOLVE IT
SOLVE IT
SO
SOLVE IT Late & Lost
Late & Lost
Late & Lost Suggest aa
Suggest
Suggest a
NEW PL8
NEW PL8 really trust...
ANSWER Late & Lost ANSWER
ANSWER
ANSWER Late & Lost
Late & Lost
Late & Lost
NEW PL8
your
Play to win it
Enter UR Suggestion Here!!
Enter UR Suggestion Here!!
Enter UR Suggestion Here!! State Farm agent.
Play to win it SUBMIT
SUBMIT
in PRG !!!!
in PRG SUBMIT
AD #1 We wanna CYA!
W wanna CYA!
W
We
8 Enter UR Suggestion Here!!
PL8 ME
8
PL8 ME
PL8 ME
8 SWP LTRS
SWP LTRS
SWP LTRS
Play to win it
W
We wanna CYA!
Click 2 find an
Click 2 find an
Click 2 find an HUH?
HUH?
HUH?
agent near YOU!
agent near YOU!
agent near YOU!
SUBMIT
in PRG !!
PL8 ME
8 SWP LTRS
We wanna CYA!
W
Click 2 find WorldLargest
an3 mil.
World’s
rld
HUH?
agent near YOU! Life’s a trip.
Travel with the
one accessory
you can
really trust...
your
State Farm agent.

16. 16 WEbSITES, SoCIAL MEDIA + MobILE
THREE SCREEn MobILE
Two mobile media platforms, smart
STRATEGY oVERVIEW phones and ad capable GPS
The State Farm
navigation systems will be used
CYA campaign
for the CYA campaign.
will utilize a
three screen
strategy. THEREToWn.CoM
ADAPTATIonS
TELEVISIon
As described earlier State Farm’s ThereTown.com already
in the media strategy section, the exists to attract the target audience.
television screen will be used for With slight modifications and
network and cable programming and additions, it can reach its full
for a multitasking media event using potential and capitalize on the
the television screen, the computer investment and platform. Expanding
screen and a smart phone at the the microsite with engaging features
same time. will communicate a hip brand
personality as well as branded
InTERnET information that conveys the The “Coffee Café” Hub
The center of activity
In addition to a strong synced banner importance of insurance, the value and updates for digital
ad campaign and repurposed of agents and the importance of media and the PRG.
websites, the computer screen value, rather than simply a low price.
will be used for:
IMPROVE uSER
PRG Widget ENGAGEMENT
Facebook in support of the PRG and Create more multi-faceted virtual
the Good Neighbor Network cause locations like “The Hub” which
branding program functions as a home base for digital
Twitter post “Lifestyle Tip of the Day” media assets and the PRG.
Examples include a video player, free
SAMPLE LIfESTYLE TIPS MP3s, branded avatars, an agent
phone book, and a leader board
Having your license plates stolen is a huge
illustrating the progress in the PRG.
hassle. Protect them by checking their
tightness with a wrench and placing a few STRENGTHEN
drops of solder on the bolts. COMMuNICATIONS
Walking 30 minutes four times a week can Create icon navigation links to all
extend your life by 10 years. social media efforts, Statefarm.com,
Don’t drink if you are HALT: Hungry, Roadtrip Nation, Facebook, and the
Angry, Lonely, or Tired.
Good Neighbor Network.
If your trunk rattles, your music is too loud!
Save your hearing and turn it down.

17. ar. 3. After nishing a bag of chips 4. Time lapes - Lebron asleep 5. Worlds largest artichoke
e the driver tosses the wrapper in the back sign seen through window.
n in back, hitting Lebron in the
face WEbSITES, SoCIAL MEDIA + MobILE 17
Co-pilot: Wanna check it out?
n Driver: Did you catch the game Driver: Sure.
ng last night? Co-pilot: Slow your roll, you’re
AGEnT WEbSITE TEMPLATE gonna miss the exit
State Farm’s current online effort to promote its agents is under
utilized. The following recommendations will help showcase the
company’s best assets, its agents:
ABOUT ME
My Specialties
1 2
My Hobbies
Give agentsleaning to
Agent the ability End Card
update navigation bar to
What I Can Do For You
S TAT E FA R M JOHN’S TIPS
forward
customize the lower footer by include the following agent Environment Favorite Road Trip Destinations
choosing their favorite State generated information: Safety
Coverage
Favorite Portland Destinations
Helpful Hints
Farm commercial for the lower customer testimonials, five
This section ties into
left box and to post “Did You interesting facts, favorite the road trip feel. It
This section will
Know?” tips that reflect their road trip destinations, and include interesting allows the agent to
specialties in the center box. examples of community Agents will be lowers his facts about the agent note their favorite
ter 8. Lebron leans forward 9. Copy and State Fram Logo 10. Lebron able to wacky roadside
involvement. choose their favorite and State Farm.
nd. between the seats and begins clipboardand his eyes slowly
State Farm videos.
attractions, as well as
explaining what to do shift to the window their own lifestyle tips.
Lebron: You guys okay? VO: Travel with the one Lebron: ...That’s pretty much it,
Guys: Yeah accessory you can really trust,
Road Trippin’ Rally Good neighbor fan Downloads
SoCIAL MEDIA
Sate Farm agents will take care
Lebron: Good, rst...
ThereTown This tab will postyour State Farm agent.
a network of the rest. (pause) Did you
Fans will be able to
This will link fans leader board, link to This tab will post a leader download commercials, the size of this dominant social network will be used to build awareness and
guys see This
to ThereTown.com the game and give board and step by step artichoke?
the dashboard widget
info and tips on instructions of how to and the Pocket Agent. participation in the PRG and Good Neighbor Network cause
the game. enter a cause and vote. branding program.
become an Agent
This tab will give New profile pictures showing things such as the Pocket Agent app,
information about
why becoming a interesting visuals from the print ads, the PRG and local civic projects
State Farm agent funded by State Farm.
is a great career
opportunity, especially
New menu bar with new tabs for ThereTown, the PRG, the Good
for women. This will Neighbor Network and Career Opportunities
link to the “become
an agent” section
Engagement and interaction will be stimulated by polls, lifestyle tips,
on the State Farm PRG clues, and questions about cars, sports, music and insurance.
website.
Engagement Ads ANNuAL AuDIENCE DELIVERY
Ads on the right side of OBJECTIVES FOR ENGAGEMENT
profile pages will promote ADS ON FACEBOOK
Wall various parts of the cam-
State Farm will ask paign includingthe PRG Target Impressions
questions about insurance, and the cause branding 66,000,000
cars, and other topics.
program. Here is an ad Aggregate TRPs
State Farm will also 200
create value by posting that connects with the
lifestyle tips. copy on the print ads.

18. 18 MobILE MEDIA + In-GAME ADVERTISInG
MobILE AUTo nAVIGATIon games regularly. Fifty percent of Console titles: Gran Turismo 5,
DEVICES casual PC gamers and more than Forza Motorsport 3, Mario Kart Wii,
Mobile media is now broken into four utilize Garmin GPS Navigation 60 percent of mobile gamers are Burnout Series and Need for
sub-platforms, two of which will be Devices and Ford’s new Sync women. Online connections to Speed Series
used for the CYA campaign. platform with integrated lifestyle console games and casual PC
tips and sponsored “insider places” games are a great way to relate Online casual game sites:
SMART PHonES in addition to agent locations and State Farm to young adults. Addictinggames.com,
Expand the Pocket Agent to include pop-up ads.39 Popcapgames.com, iWon.com
involvement with the PRG and Action/adventure, sports and racing
internal agent locator maps. In-GAME ADVERTISInG are the three most popular console
ANNuAL AuDIENCE DELIVERY
Develop a series of road trip inspired gaming genres. Board and card OBJECTIVES FOR
Four Square objectives with badges The video game consumer segment games are the most popular among IN-GAME ADVERTISING
and prizes earned through continues to grow rapidly, with casual PC gamers.
Target Impressions
“Check-Ins” at specific brick and women being the fastest growing 79,700,000
mortar promotional partner locations. subgroup. Sixty-four percent of There are multiple platforms and Aggregate TRPs
18-25 year olds own or play video titles selected for both console and 242
PC games.
Consoles and networks: xbox
360 (xbox LIVE), Nintendo Wii
(Nintendo Wi-Fi) and PS3
(PlayStation Network)
76°
partly
cloudy
76°
21
partly $
cloudy
21
$
Your Status
Your Status
You’ve reached
the Ball of Twine.
65 MPH
You’ve reached
the Ball of Twine.
65 MPH
You’ve received the ball of twine badge.
You’ve received the ball of twine badge.
Ball of Binoculars Shotgun Cuckoo Navigator
Twine Rider Clock
Ball of Binoculars Shotgun Cuckoo Navigator
Twine Rider Clock

19. PRoMoTIonAL REALITY GAME 19
RoAD TRIPPIn’ THE STARTInG PoInT THE GAME
This will be a monthly promotional Along the way, on side trips and
RALLY (PRG) at each attraction checkpoint,
reality game, a combination of
road trip and race, where there will be challenges that teams
oVERVIEW participants will be encouraged to must complete in order to move on
Gaming is one of to the next destination. These
form a team of two people. The
the two fastest expand- challenges include:
game will leave from ThereTown
ing media categories, especially
with the virtual car setting out on a
among 18-25 year old women. This Trivia
journey to visit an off-beat
is important because young women Puzzles
roadside attraction like the ones
have been the fastest growing seg- Solve the vanity plate
featured in the print ads. Teams
ment of the car buying population. Safe driving quizzes
must complete various tasks in
Gaming provides State Farm with
order to progress in the game.
a perfect opportunity to achieve As a reward for completing these
some important communications challenges, players will receive
goals while providing the partici-
pants some fun entertainment and
The launch of the PRG will coincide
with the season finale of CBS’s CYA level-ups. These level-ups include:
Amazing Race. On the final episode
a chance to win many great prizes. Car upgrades
of the Amazing Race, the
contestants will have to take Protection upgrades
The goal is to use this cutting edge Equipment (chains, fog lights)
a picture of a Quick
engagement platform to bring the Gas for the road
Response Code (QRC) to
target audience closer to State
get their next clue. The
Farm by creating an interactive
host of the show, Phil The PRG will
gaming and social network
Keoghan, will explain reside in
connection. The game will not only
what the contestants ThereTown
be used to show that State Farm is
are doing and inform
tech savvy, it will also tout the im-
viewers how they can
portance of insurance, demonstrate
start an amazing race
the importance of an agent, prove
of their own by taking
price competitiveness, and leverage
a picture of the QRC
the power of social media.
at the end of the show.
This will be done to
WHY PRG’S WoRk integrate the PRG into ‘10
A promotional reality game is a the television program,
hybrid platform that combines the which will heighten the
intrigue of pure alternate reality engagement factor as
games with the prizes of traditional well as State Farm’s
contests, both powered by the reputation as being
generational addiction to tech savvy.
social media.

20. 20 PRoMoTIonAL REALITY GAME
65 MPH 210
$
76°
partly
now playing Jamie’s radio
GOLDEN EARRING
Radar Love
65 MPH 210
$
76°
partl
y
now playing Jamie’s radio
now playing Jamie’s radio
GOLDEN EARRING
Radar Love
cloudy cloudy Drivers
now driving
Drivers Driversand OR
JamieOelrich
Portl
NOW DRIVING NOW DRIVING F
Sex
Age 25
Jamie Oelrich Jamie Oelrich
Portland OR
Sex F co–pilotsPortland OR
Sex F
Age 25 Age 25
RyanGraven
Portland OR
Sex M
CO-PILOT CO-PILOT Age 24
Ryan Graven Ryan Graven
Portland OR AdamWilkins
Portland OR
Sex M Sex M
Age 24 Portland OR
Age 24
Sex M
Age 32
ATTRACTION 2 MILES
WORLD’S
Map Map
LARGEST BALL
OF TWINE
NEXT EXIT
Map
Progress 89mi. Progress 89mi.
Progress 89mi.
Road Games Road Games
L8NLST Road Games
Your Car L8NLST Your Car
YourCar
Contact Your Contact Your
State Farm ContactYour
Agent Insurance State F Farm
State
Agent arm
Agent
YOUR DISCOUNTS
As in life, problems will arise. There Gamers can control the price they •Good Driver discount
•Defensive Driving Course discount
will be accidents, speeding tickets, pay for insurance through the
•Accident-Free discount
flat tires, chipped windshields, etc. following discounts:
•Anti-Theft Device discount
This will yield the opportunity to
•Passive Restraint discount
showcase State Farm’s role as an Good Driver discount
•Vehicle Safety discount
important accessory on the Road Defensive Driving Course discount •Combo auto and renters discount
Trip of Life and also insert Accident-Free discount
helpful hints for life, the importance Anti-Theft Device discount
of good insurance and the value of Passive Restraint discount
a good agent. Gamers will be able Vehicle Safety discount
The PRG is also intended to show the
to control: Combo auto and renters discount players that State Farm is price
competitive. Clicking on the insurance
Who’s driving level icon will display the amount of
What speed to travel coverage currently in place and how
What coverage is needed much is being paid per month. The
Gas tank level following discounts are earned through
What equipment to use in different level-ups achieved in game play.
weather conditions.

21. PRoMoTIonAL REALITY GAME 21
MULTI-SCREEn InTERnET IDLE SCREEn THE RoLE of
using monthly media partners, Hours before the PRG launches,
InTERACTIonS gamers that visit promotional part- Idle Screen will be utilized to let
LEbRon JAMES
ners’ websites and register or down- potential gamers know that “the
Users will be challenged to find LeBron James plays three roles in
load something will get a code or find challenge is going to begin, register
promotional codes in a variety of this campaign. In his first role, he
an answer to a question. now.” While Idle Screen currently
media vehicles. Different appears in one of the two television
has a low level of participation, ac-
multi-screen vehicles include: commercials. Next, a digital LeBron
foUR SqUARE tivations are increasing rapidly. This
will serve as host for the State Farm
A new app that allows users to is exactly the kind of digital play
TELEVISIon PRG. Here, he will give helpful tips
share tips about challenges and that will change State Farm’s image
Participants will have the and explanations of the various as-
communicate with one another. to a company that is “really with it.”
opportunity to use their DVR to pects of the game. Pop-up LeBron
This app will allow people to will be there to explain when your
find hidden codes in shows
spread the word and get new car has stopped, how to complete
and commercials.
players involved. a challenge or just simply invite you
to play Road Games…“Let’s play!”
SMART PHonE LeBron will serve as
Lastly, LeBron will also appear in
Kameraflage will entice players to the host of the Road
Trippin’ Rally. the second generation of synched
go out into their community to
banner ads.
brick and mortar locations of
promotional partners and take a
picture of promotional posters, 65 MPH 210
$
76°
partly
now playing Jamie’s radio
GOLDEN EARRING
Radar Love
thus revealing a code only visible cloudy
with a camera phone. Drivers
Map
qRC
Progress 89mi.
Gamers will be directed to use their
smart phones to take a picture of Road Games
QRCs that will be placed in SlugBug
promotional partners’ locations Vanity Plate
State Game
and in magazine print ads. The STATE fARM WIDGET A to Z
QRC will automatically take them upon registration gamers will Bingo
to a promotional Truth or Lies
get a free downloadable
partner’s web- desktop widget that
dr
Driving NW with 28 miles
Your Car
Lets play!
to Portland
site to find will track the team’s
a code. movements and Life is a Highway Contact Your
State Farm
Tom Cochrane
keep them up I’m Hungry,
Wanna stop at Vodoo
Donuts to refuel?
Agent
to date on 76
65 MPH
the team’s 65 MPH
progress.

22. 22 PRoMoTIonAL REALITY GAME
THE RoLE of THE PRIzES All promotional partners were Square. Participants will share
MEDIA PARTnERS Teams will compete for monthly selected because of their popularity their findings and success with one
Media partners will play a prizes provided by the promotional with the 18-25 demo. another creating a more realistic
significant role in the success of partner for that month. All teams and genuine experience. The PRG’s
the PRG as well. Running that successfully complete the MoRE THAn A GAME website will be a social platform for
advertisements and promotional monthly road trip will be entered The advantage of the PRG platform teams. They will be able to chat,
codes through media outlets such into a lottery to win the prizes. is the immersion that participants play road trip games, share music,
as Adult Swim, MTV, ESPN, Completions are cumulative. Every experience. However, the and more.
Comedy Central, Maxim time the trip is completed, it participants must be enticed to
Magazine, and Cosmopolitan will increases the number of chances a join and their interest must be
open the door to a wider viewing team has to win. Monthly winners maintained. In order to do this, the
base and offer more will then compete one final time at PRG must build mystery around the
promotional opportunities. the end of the year to win a spot game by letting gamers discover
on an upcoming Amazing Race the game’s plot and codes.
Brick & mortar promotional partners season. No purchase at the brick Gamers will spread the word
will get more foot traffic because & mortar partners is necessary. No using Facebook and social media
the PRG directs participants to their purchase or quote is required to aspects of the PRG like Four
locations for promotional clues. play the game.
In turn, State Farm will get prizes
plus in-store and online promotional
assistance from these partners.
DATE 05.10 06.10 07.10 08.10 09.10 10.10 11.10 12.10 1.11 2.11 3.11 4.11 5.11
bRICkS &
MoRTAR
PARTnER
# of US 1,900 1,218 4,433 900 37 231 5,800 11,068 852 1,750 2,287 Online
LoCATIonS 25,000
MEDIA
PARTnERS MAGAZINE
MonTHLY (10) $20 (10) $50 (3) $100 (10) tickets (5) $200 (10) iPods (5) $100 (10) $50 (10) (5) $200 (10) Nike+ (30) 6” (10) $50
PRIzE gift cards gift cards gift cards to winter shopping shopping gift cards Garmin shopping sportbands sandwiches gift cards
x-Games sprees sprees GPS sprees
in Aspen

23. GUERILLA MEDIA 23
GUERILLA MEDIA IKEA has 37 stores with more
locations to come. Each store
As Mini Cooper and the Truth will feature the following:
campaign demonstrated, guerrilla
media is one of the most effective Bright red banners, that stand out
ways to reach an elusive target against IKEA’s blue and yellow, will
audience. The key is engagement. be hung from the ceiling of
Advertising that is fun and IKEA entrances.
interactive is especially A studio apartment display will
appealing and when delivered in show how many great IKEA home
the right location and the right way, furnishing items can nicely go into
it can reduce exposure to people a small space. The exterior wall of
not in the target audience. the display will be wrapped in red
and decorated with promotional
tag lines and logos. The walls will
THE “CoVER YoUR invite IKEA shoppers to see that
ASSETS” Co-PRoMoTIon everything within the space could
WITH IkEA be covered by State Farm renters
At some point, most emerging insurance for very little money.
adults leave the nest and A neighboring showroom or kiosk
establish their own homes, often will be a State Farm office where
buying furniture and other shoppers can talk to a State Farm
household accessories in the agent and discover the benefits
process. State Farm can make of renters insurance and get a car
major gains in renters and car insurance quote.
insurance by partnering with IKEA, Individuals can sign up for a
showcasing State Farm’s ability sweepstakes drawing where one
to insure belongings for very little person a week from each of the
money. An in-store co-promotion 37 IKEA stores will win a $50 IKEA
with IKEA is the perfect platform gift card, good on any purchase
to sell renters insurance and get over $500.
in-demo car insurance leads at the
same time.

24. 24 GUERILLA + CAMPUS MEDIA
CYA RoAD SHoW
A traveling, interactive State Farm
showroom is neatly packaged in a
striking trailer. It is the perfect tool
CAMPUS ADVERTISInG
There are about 17 million young adults and 60 percent
to capture the attention of young
(10.2 million) of them are college students. Campus media
adults at auto shows, music festi-
is a great way to reach this large segment.
vals, college sporting events and
college campuses.
75% of all students read their campus newspaper
This cutting edge engagement 25% have read the last five issues of their
platform boasts many features: campus newspaper
The top 50 largest schools (single campus population)
Bright LED lights will incite passers-
have a combined circulation of more than 678,000
by to check out the spectacle.
Campus cable is an instant hit when it is
Rotating display platform will
introduced on campus
unveil a State Farm agent.
A lovely showgirl will describe the
agent’s features as if they were the
“perfect accessory for your road SELECTED VEHICLES
trip of life” and the importance they
VIDEO:
can have in a young driver’s life.
Big screen TV’s for x-Box 360 or
PS3 gaming, along with wall panel
game systems featuring the PRG.
Comfortable car sofas made out of NEWSPAPERS: 50 largest campuses ranging from
the tail sections of classic American University of Florida, Gainesville with a circulation of
cars. These sofas will spark curios- TYPICAL STOPS ON
THE CYA ROAD SHOW 35,000 to Cal State, Northridge with 6,500.
ity and buzz from event attendees,
“Did you see those couches?” Forty events per year will deliver an estimated 280,000
On site State Farm agent available target impressions. While this is lower than other media
for questions. components, it is a “high touch” medium in that
Skype video booths will allow visitors can interact with a live State Farm agent or
show-goers to talk face to face with hold a private Skype visit with a nearby agent.
a State Farm agent about the cost
of insuring their dream car. ANNuAL AuDIENCE DELIVERY
ANNuAL AuDIENCE DELIVERY OBJECTIVES FOR
OBJECTIVES FOR CAMPuS MEDIA
This CYA Road Show concept GuERILLA MEDIA
is engaging and creative. It will Target Impressions
Target Impressions 186,812,000
increase State Farm’s tech savvy 2,880,000 Aggregate TRPs
appeal and allow show-goers to get Aggregate TRPs 566
a quote on the spot for a new car or 9
their current vehicle.

25. CAUSE BRANDING
THE STATE fARM GooD nEIGHboR nETWoRk HoW IT WoRkS:
CAUSE bRAnDInG
State Farm customers post their projects
25
customers can vote and voice their
Research indicates that the target audience responds positively to com- at ThereTown.com. State Farm custom- opinions for corporate philanthropy.
panies that champion cause related efforts. An online article at MediaPost ers will vote for their favorite projects The campaign will provide local
News notes that consumers are increasingly choosing to spend money with and then get State Farm family mem- organizations with a national
brands that support a good cause, with 64 percent of consumers “expect- bers, friends and community members platform to promote their mission,
ing companies to support causes.” Mintel reports show that 18-24 year olds to support their project. For example, attract new supporters, and gain
are likely to consider brands supporting a cause, but they are also most Johnny’s family in Illinois submits a visibility with millions of social
likely to show cynicism in believing that a company is doing what it claims. proposal to have a new baseball park networking State Farm customers.
built and his aunt Sarah (also a State
Farm customer) in Vermont can State Farm will contribute $1 mil-
THE GoAL:
support it by voting and rallying fellow lion to the top 100 charities in the
To create a cause branding model that invites State Farm customers, lead
State Farm customers in her town. first year. Their efforts will have a
by the target audience, to help their local community and be an active role
long lasting impact on a local level.
in the process.
This model is a new, interactive way for They will demonstrate State Farm’s
individuals to support their local com- commitment to the communities it
InSPIRATIonAL MoDELS: munities and organizations using both serves and present the opportunity
“CHASE COMMuNITY GIVING” community connections and the power to say, “State Farm customers and
Chase bank utilizes Facebook as the base for their charitable voting web- of social networking. The model is their agents did this”.
site. Anyone with a Facebook account can become a “fan” of Chase and essentially a charitable fan club in which
then vote for a qualified charity. Chase has dedicated $5 million for this
cause branding endeavor.
“PEPSI REFRESH PROJECT” Postings will come in the
Pepsi’s year-long charitable cause branding campaign invites people to form of videos made by
submit their own ideas for making a positive impact, with the “most voted” State Farm customers and
ideas winning grants monthly. Anyone over the age of 13 can vote up to 10 posted on ThereTown.com.
times a day. The agent’s website will
provide links to videos that
they are involved in with
STATE fARM’S GooD nEIGHboR nETWoRk customers. Facebook will
bIG CoMPAnY, LoCAL ToUCH: play an important role in
State Farm’s cause branding model will leverage both State Farm custom- how State Farm customers
ers and the agents as they work together to make a difference on a local campaign for their project.
level. This cause branding effort will give grants for projects and organiza-
tions that customers deem most valuable. Possible charitable candidates
could include:
High school athletics scoreboard Little league baseball diamond
Summer music festival Local humane society
Community center restoration Skate park

26. AGENT/PARENT STRATEGY
26 AGEnT/PAREnT STRATEGY + LEGACY CLUb
THE LoW-HAnGInG fRUIT these LP households are. The da-
While this ad campaign is aimed at tabase can be used to track touch 5. CYA Kit &
everyone in the young adult demo, points throughout the year, and Legacy Club
stimulate communication between E-Perks sent
research indicates that significant
market share gains can come from the agent force, parents and LPs. to LP 1. State Farm communicates importance of Legacy Prospects
reducing the attrition rate among Here’s how it works: STATE FARM AGENT
State Farm Legacy Prospects.
Legacy Prospects (LPs) are defined
as those young adults currently
covered by State Farm on their
1 STATE FARM ==> AGENTS: State
Farm must stress the importance of
reaching out to LPs in order to grow
4. Legacy Club
card sent on
LP’s 18th &
2. Agent contacts
parents for IFR &
encourages
parent’s auto insurance policy, and their business. It’s in the agent’s parents to talk to
25th birthdays
should represent a special audience best interest! If agents aren’t LP about insurance
for State Farm agents. reaching out to LPs the risk of
losing them is even greater. As an
It is a universal marketing axiom indication of how important Legacy LP contacts
that it costs more to acquire a new Prospects are, State Farm corporate agent to set up
customer than it does to retain one. will recognize each year and award meeting
unfortunately, many State Farm LPs those agents who convert the
already have one foot out the door. largest agency percentage of LPs 3. Conversation
There are approximately 1.8 million to their own policies. about the
importance
State Farm households that include
2
of good auto
an estimated 4.7 million LPs. Once AGENTS ==> PARENTS: Agents
insurance and
these young adults begin paying for can use an annual Insurance discounts
their own auto insurance they are Financial Review (IFR) to keep in available to LP
likely to switch providers at a rate touch with parents, and to inquire LEGACY PROSPECT PARENTS OF LP
of 32 percent during the eight year about future plans for the LP. Agents
window of 18-25. Reducing this need to advise the parents about
attrition rate represents a significant discounts available and encourage
potential market share shift with the parents to pass the information
each passing year. on to LPs.
AGEnT/PAREnT
CoMMUnICATIonS
It’s imperative that agents put some
3 PARENTS ==> LPS: “Helicopter
parents” is a term often used to
describe the parenting type
4 AGENTS ==> LPS: State Farm already has birth dates for the LPs stored
in the CRM database. On the LPs’ 18th birthday they will be sent a
postcard notifying them of their eligibility for the State Farm Legacy Club.
under which many LPs were LPs also need to be contacted on their 25th birthday, as they will soon
time into developing relationships raised. Specifically, this program exit the demo window. The LP will be invited to set up a meeting with
with Legacy Prospects. State Farm aims to enlist the parents to their family insurance agent in order to activate their membership. A short
maintains a customer database that encourage their young adults to talk conversation is all that is requested.
will become the foundation for the to the family’s State Farm agent
program. State Farm before buying a policy from another
already knows who and where insurance provider.

27. Y AGEnT/PAREnT STRATEGY + LEGACY CLUb 27
5 LEGACY CLUb PERkS RECRUITMEnT
upon meeting with the agent the LP oPPoRTUnITY
will be given a unique code to be
entered online in order to complete Research shows that LPs like to
their registration in the Legacy deal with someone they can respect
Club. As a special bonus for but they relate best to people who
signing up, the LP will receive a are closer to their own age. One of
“CYA Kit” full of interesting swag. State Farm’s image problems is the
Other membership benefits will age of their agents, which
include monthly “E-Perks” from contributes to the perception that
State Farm’s promotional partners. the company is “old” and not a
good fit for young adults. Lowering
the average age of agents will help
bridge the gap with the target
audience. This Agent/Parent
strategy provides the platform to
show a great career opportunity as
a State Farm agent, especially for
women. A modest piece of
collateral about career
opportunities should be part of
the IFR discussion with parents
of LPs. An addition to ThereTown
can further tell the career
opportunity story.
THE CYA kIT
The main purpose of the State Farm
CYA kit is to act as an incentive for
LPs to talk with their family agent on ANNuAL AuDIENCE DELIVERY
their 18th birthday. The personality OBJECTIVES FOR
of the kit is all about fun. It is not AGENT/PARENT STRATEGY
to be seen as an emergency kit. A Deck of cards Target Impressions
sample list of contents could include Coreless toilet paper w/ crosswords 1,300,000
the following branded swag items: flash drive with a roadtrip playlist Aggregate TRP’s
and other useful information 4
Map from the PRG
Solar blanket
Stress ball
Hand sanitizer
Sunglass cleaner
Union 76 gas card

28. BUDGET/FLOW CHART
28 bUDGET + fLoW CHART
MEDIA & PROMOTIONAL SCHEDULE
May ‘10 Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. ’11 Feb. Mar. Apr. May
May ‘10 Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. ’11 Feb. Mar. Apr. May
TV NETWORK
TV NETWORK (Total Impressions 66,000,000)
(Total Impressions 66,000,000)
Amazing Race
Amazing Race 33,000,000
33,000,000 33,000,000
33,000,000
TV ONLINE
TV ONLINE
(Total Impressions 60,000,000)
(Total Impressions 60,000,000)
Hulu.com, Fox.com, NBC.com,
Hulu.com, Fox.com, NBC.com,
ABC.com 6,000,000
6,000,000 6,000,000
6,000,000 6,000,000
6,000,000 6,000,000
6,000,000 6,000,000
6,000,000 6,000,000
6,000,000 6,000,000
6,000,000 6,000,000
6,000,000 6,000,000
6,000,000 6,000,000
6,000,000
ABC.com
TV CABLE
TV CABLE
(Total Impressions 115,000,000)
(Total Impressions 115,000,000)
Adult Swim, Comedy Central, MTV,
Adult Swim, Comedy Central, MTV,
MTV2, VH1 17,700,000
17,700,000 17,700,000
17,700,000 8,850,000
8,850,000 8,850,000
8,850,000 8,850,000
8,850,000 8,850,000
8,850,000 8,850,000
8,850,000 8,850,000
8,850,000 8,850,000
8,850,000 8,850,000
8,850,000 8,800,000
8,800,000
MTV2, VH1
NATIONAL MAGAZINES (Total Impressions 68,800,000)
NATIONAL MAGAZINES (Total Impressions 68,800,000)
Rolling Stone
Rolling Stone 4,500,000
4,500,000 4,500,000
4,500,000 4,500,000
4,500,000 4,500,000
4,500,000
Maxim
Maxim 4,700,000
4,700,000 4,700,000
4,700,000 4,700,000
4,700,000 4,700,000
4,700,000
Game Informer
Game Informer 3,800,000
3,800,000 3,800,000
3,800,000
Cosmopolitan
Cosmopolitan 6,100,000
6,100,000 6,100,000
6,100,000 6,100,000
6,100,000 6,100,000
6,100,000
ONLINE MAGAZINES (Total Impressions 146,237,000)
ONLINE MAGAZINES (Total Impressions 146,237,000)
Cosmopolitan.com, Maxim.com,
Cosmopolitan.com, Maxim.com,
Seventeen.com, Gameinformer.com, 11,249,000
Seventeen.com, Gameinformer.com, 11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000
Vibe.com, Rollingstone.com
Vibe.com, Rollingstone.com
WEBSITES
WEBSITES
(Total Impressions 146,237,000)
(Total Impressions 146,237,000)
Flickr.com, Funnyordie.com,
Flickr.com, Funnyordie.com,
ESPN.com, IMDB.com,
ESPN.com, IMDB.com, 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000 11,249,000
11,249,000
Youtube.com, Yahoo.com
Youtube.com, Yahoo.com
SOCIAL MEDIA
SOCIAL MEDIA (Total Impressions 66,000,000)
(Total Impressions 66,000,000)
Facebook.com
Facebook.com 5,500,000
5,500,000 5,500,000
5,500,000 5,000,000
5,000,000 5,000,000
5,000,000 5,000,000
5,000,000 5,000,000
5,000,000 5,000,000
5,000,000 5,000,000
5,000,000 5,000,000
5,000,000 5,000,000
5,000,000 5,000,000
5,000,000 5,000,000
5,000,000 5,000,000
5,000,000
RADIO IN 17 MARKETS (Total Impressions 165,000,000)
RADIO IN 17 MARKETS (Total Impressions 165,000,000)
10AM - 3PM & 7PM - 12AM
10AM - 3PM & 7PM - 12AM 10,800,000
10,800,000 19,000,000
19,000,000 19,000,000
19,000,000 19,000,000
19,000,000 10,800,000
10,800,000 10,800,000
10,800,000 10,800,000
10,800,000 10,800,000
10,800,000 10,800,000
10,800,000 10,800,000
10,800,000 10,800,000
10,800,000 10,800,000
10,800,000 10,800,000
10,800,000
IN-GAME
IN-GAME
(Total Impressions 79,700,000)
(Total Impressions 79,700,000)
8,900,000
8,900,000 8,900,000
8,900,000 4,400,000
4,400,000 8,900,000
8,900,000 8,900,000
8,900,000 4,400,000
4,400,000 4,400,000
4,400,000 8,900,000
8,900,000 4,400,000
4,400,000 4,400,000
4,400,000 4,400,000
4,400,000 4,400,000
4,400,000 4,400,000
4,400,000
CAMPUS MEDIA
CAMPUS MEDIA (Total Impressions 186,812,000)
(Total Impressions 186,812,000)
MTV U
MTV U 24,500,000
24,500,000 24,500,000
24,500,000 12,300,000
12,300,000 12,300,000
12,300,000 12,300,000
12,300,000 12,300,000
12,300,000 12,300,000
12,300,000 12,300,000
12,300,000 12,300,000
12,300,000 12,300,000
12,300,000 12,300,000
12,300,000
Campus News
Campus News 678,000
678,000 678,000
678,000 678,000
678,000 678,000
678,000
GUERILLA TRUCK (Total Impressions 280,000)
GUERILLA TRUCK (Total Impressions 280,000)
20,000
20,000 20,000
20,000 20,000
20,000 20,000
20,000 40,000
40,000 40,000
40,000 40,000
40,000 20,000
20,000 20,000
20,000 20,000
20,000 20,000
20,000
GUERILLA IKEA
GUERILLA IKEA (Total Impressions 2,600,000)
(Total Impressions 2,600,000)
200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000 200,000
200,000
LEGACY CLUB
LEGACY CLUB (Total Impressions 1,300,000)
(Total Impressions 1,300,000)
100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000 100,000
100,000
MEDIA SUMMARY TABLE
MEDIA SUMMARY TABLE
TARGET IMPRESSIONS/TRPs
TARGET IMPRESSIONS/TRPs ROLLOUT
ROLLOUT 13 MONTH
13 MONTH ROLLOUT
ROLLOUT 13 MONTH
13 MONTH
BY MEDIA GROUPING Impressions Impressions COST BY MEDIA GROUPING
COST BY MEDIA GROUPING Totals Totals
BY MEDIA GROUPING Impressions TRPs
TRPs Impressions TRPs
TRPs Totals Totals
TV: Network, Online & Cable
TV: Network, Online & Cable 113,400,000
113,400,000 344
344 241,000,000
241,000,000 730
730 TV: Network, Online & Cable
TV: Network, Online & Cable $5,160,400
$5,160,400 $11,181,000
$11,181,000
National Magazine: Inserts & Online
National Magazine: Inserts & Online 87,247,000
87,247,000 264
264 215,037,000
215,037,000 652
652 National Magazine: Inserts & Online
National Magazine: Inserts & Online $2,465,680
$2,465,680 $5,993,500
$5,993,500
Online Ads, Social Media & In-Game
Online Ads, Social Media & In-Game 71,947,000
71,947,000 218
218 291,937,000
291,937,000 885
885 Online Ads, Social Media & In-Game
Online Ads, Social Media & In-Game $1,518,115
$1,518,115 $6,173,500
$6,173,500
Radio
Radio 48,800,000
48,800,000 148
148 165,000,000
165,000,000 500
500 Radio
Radio $1,952,000
$1,952,000 $6,600,000
$6,600,000
Guerilla
Guerilla 660,000
660,000 2
2 2,880,000
2,880,000 9
9 Guerilla
Guerilla $309,230
$309,230 $1,340,000
$1,340,000
Campus & Legacy Club
Campus & Legacy Club 25,478,000
25,478,000 77
77 188,112,000
188,112,000 570 Campus & Legacy Club
Campus & Legacy Club $717,970
$717,970 $4,673,040
$4,673,040
570
Total
Total 347,532,000
347,532,000 1,053
1,053 1,103,966,000
1,103,966,000 3,346
3,346 Total
Total $12,123,395
$12,123,395 $35,961,040
$35,961,040

29. BUDGET
BUDGET/FLOW CHART
TOTAL BUDGET
% BUDGET BUDGET BY MEDIUM
% BUDGET BUDGET BY MEDIUM
PRODUCTION BUDGET
PRODUCTION BUDGET
# of Spots
bUDGET + fLoW CHART
Cost Per # of Spots
Totals Cost Per Totals
29
ISION 28.0% $11,181,000
TELEVISION 28.0% $11,181,000 MEDIA MEDIA
Network $4,000,000 PRODUCTION BUDGET
$4,000,000 TV Network 2
TV Network $250,000 2 $500,000
GET BY MEDIUM $250,000 $500,000
Cable $4,181,000 # of Spots
$4,181,000 Cost Per Totals
$11,181,000 Radio 2
Radio $20,000 2 $40,000 $20,000 $40,000
MEDIA $3,000,000
Online$3,000,000 14
Inserts 14
$1,033,960 $1,033,960
$4,000,000 TV Network 2 Inserts
$250,000 $500,000
DIO $4,181,000
16.5% RADIO $6,600,000
16.5% $6,600,000
Web Mods $75,000
Radio 2 Web Mods
$20,000 $40,000 $75,000
L MAGS 9.5% NATIONAL MAGS
$3,000,000
9.5%
$3,800,000 $3,800,000
PRG Development PRG Development $150,000 $150,000
Inserts 14 $1,033,960
$6,600,000 Maxim $1,100,000Web Mods $1,100,000 $1,798,960
$75,000 TOTAL $1,798,960 TOTAL
Game Informer $340,000 LEGACY CLUB
mer $3,800,000 $340,000PRG Development LEGACY CLUB
$150,000
$1,100,000 Rolling Stone $1,400,000 CYA Kit 20,000 $10 $200,000
ne $1,400,000 CYA Kit
TOTAL $1,798,960 20,000 $10 $200,000
$340,000 Cosmopolitan $960,000 Game Informer $40,000
an $960,000 LEGACY CLUB Game Informer $40,000
$1,400,000 ONLINE 11% $4,387,000
20,000 $200,000 Legacy Club Prog. Mgr. .25 FTE $25,000
INE 11% $4,387,000CYA Kit $10
Legacy Club Prog. Mgr. .25 FTE $25,000
Magazines $2,193,000 $40,000 TOTAL $265,000
$960,000 Game Informer
$2,193,000
$4,387,000 Special Interest $2,193,000
Legacy Club Prog. Manager .25 FTE $25,000 GUERILLA TOTAL $265,000
erest $2,193,000 $1,980,000 GUERILLA
$2,193,000 FACEBOOK 5.0%
TOTAL
CYA Roadshow Truck $1,100,000 $400,000
$1,980,000 $265,000
BOOK 5.0% CAMPUS MEDIA
$2,193,000 10% GUERILLA $4,000,000 CYA Roadshow Truck $1,100,000 $400,000 TOTAL $400,000
MEDIA 10% Newspaper
$1,980,000 $4,000,000CYA Roadshow Truck $312,000 $1,100,000 $400,000
TOTAL
CAUSE BRANDING $400,000
$4,000,000 MTVU $312,000 $3,688,000 CAUSE BRANDING
TOTAL $400,000
Grants $1,000,000
$312,000 GUERILLA $1,340,000
$3,688,000CAUSE BRANDING
3.3% Grants Administration $1,000,000
.25 FTE $25,000
ILLA$3,688,000
3.3% IKEA $1,340,000 Grants $740,000 Administration$1,000,000 .25 FTE $25,000 TOTAL $1,025,000
$1,340,000 $740,000Administration
CYA Roadshow Tour $600,000
.25 FTE $25,000 CAMPAIGN SUPPORT
TOTAL $1,025,000
$740,000
how Tour LEGACY CLUB 1.6%
$600,000 $673,040 CAMPAIGN SUPPORT Metrics Research
TOTAL $1,025,000 $50,000
$600,000 LP Direct Mail CAMPAIGN SUPPORT $673,040 Metrics Research Agency Services $500,000
Y CLUB 1.6% $673,040 $50,000
Metricks Research $2,000,000 $50,000
ail
$673,040 IN-GAME
$673,040
5% Agency Services $550,000 $500,000 TOTAL
$673,040 Agency Services $35,961,040
Total Media $500,000 $4,038,960 PRODUCTION BUDGET TOTAL
AME 5% $2,000,000 TOTAL $550,000
$2,000,000 PRODUCTION BUDGET 10.1% $4,038,960 TOTAL $550,000
Total Media
$35,961,040
$35,961,040
Total Budget $40,000,000 MEDIA METRICS
PRODUCTION BUDGET TOTAL $4,038,960
PRODUCTION BUDGET TOTAL $4,038,960
N BUDGET 10.1% $4,038,960 ROLLOUT 13 MONTH
$4,038,960
Total BudgetMEDIA METRICS
$40,000,000 MEDIA METRICS CPM/CPP BY MEDIA GROUPING
CPM
$40,000,000 CPP CPM CPP
CPP
ROLLOUT 13 MONTHROLLOUT
TV: Network, Online & Cable 13 MONTH
$45.51 $13,651.85 $46.39 $15,310.08
CPM/CPP BY MEDIA GROUPING CPM/CPP BY MEDIA GROUPING
CPM CPP CPM CPM CPP
CPP CPP CPM CPP
CPP
$8,478.27 $27.87 $9,197.74
National Magazine: Inserts & Online $28.26
TV: Network, Online & Cable $45.51 $13,651.85 $46.39 $15,310.08 $13,651.85
TV: Network, Online & CableOnline Ads, Social Media & In-Game
$45.51 $46.39$6,330.14
$21.10 $15,310.08 $21.15 $6,978.41
National Magazine: Inserts & Online $28.26 $8,478.27 Radio $27.87 $9,197.74 $8,478.27
National Magazine: Inserts & Online $28.26 $27.87 $9,197.74
$40.00 $12,000.00 $40.00 $13,200.00
Online Ads, Social Media & In-Game $21.10 $6,330.14 Guerilla
$21.15 $6,978.41
$21.10 $6,330.14 $21.15 $6,978.41
Online Ads, Social Media & In-Game $468.53 $140,559.09 $465.28 $153,541.67
Radio $40.00 $12,000.00 Campus & Legacy Club
$40.00 $13,200.00
Radio $40.00 $12,000.00 $40.00$8,454.00
$28.18 $13,200.00 $24.84 $8,197.79
Guerilla $465.28 $153,541.67
$468.53 $140,559.09 Blended Cost Efficiencies
Guerilla $468.53 $140,559.09 $34.88 $11,511.80
$465.28 $153,541.67 $32.57 $10,747.96
Campus & Legacy Club $28.18 $8,454.00 $24.84 $8,197.79
Campus & Legacy Club AGGREGATE
$28.18 $8,454.00 $24.84 $8,197.79
Blended Cost Efficiencies $34.88 $11,511.80 $32.57 $10,747.96 70% 85%
Blended Cost Efficiencies National Magazine: Inserts & Online
$11,511.80
$34.88 $32.57 $10,747.96
AGGREGATE 15 39
Online Ads, Social Media & In-Game
National Magazine: Inserts & Online AGGREGATE
70% 85%
National Magazine: Inserts & Online
Online Ads, Social Media & In-Game 15 39 70% 85%
Online Ads, Social Media & In-Game 15 39

30. WHY NOTS
30 WHY noTS
There are a number of strategies that would logically be expected in a
campaign aimed at the 18-25 demo. We seriously considered all of the
WHY noTS
following and rejected them for reasons presented here.
RED SHoCkVERTISInG ETHnIC-SPECIfIC A nEW
has been an effective and popu- Although shockvertising is con- CAMPAIGn SPokES-CHARACTER
lar cause for its efforts in fighting sidered to have a high recall, it is This generation is ethnically ambigu- Geico and Progressive have
AIDS in Africa, but has recently lost predictable and overused. Instead, ous and rejects stereotypes. More and unusual spokes-characters
appeal due to its lack of finan- the CYA campaign is a creative ap- more, ethnic-specific and politically because they have virtually no
cial transparency. A better cause proach that adds value by helping correct tokenism has a high potential local presence and their ads say
branding fit for State Farm leverag- the viewer think about insurance in to offend both the ethnic group and very little about their insurance.
es the local presence of agents and a new and more positive way. those not in the target group. “Gener- By contrast, State Farm has an
empowers customers to choose a alizing” is a much more effective way estimated 16,000 agents in the
charity closer to home. of advertising. Instead of focusing on u.S. supported by an average of
differences in a multicultural society, four staff members in each office.
GoInG 100% DIGITAL the concept of generalizing focuses It is difficult to have just one person
While research shows that the on the commonalities. represent this unequalled group.
target audience spends more than Plus, LeBron James has already
14 hours per week online, they have SELLInG on PRICE been hired to help market to the
interests that extend beyond their A low price strategy is not the only younger demo. It is better to focus
laptop. An all online ad campaign way to reach State Farm’s frugal on State Farm strengths and use
would be cheap. However, it would audience. Instead of cheapening LeBron in productive and
ignore traditional media embraced insurance with cut rate prices, State SHoRT SELLInG supportive ways rather than try
by this multitasking audience. Farm sells value. By conveying THEREToWn to introduce yet another character
using a balance of new and the importance of insurance, State Developing a campaign microsite into the mix.
traditional media is the best method Farm can stand out from competi- outside of ThereTown would be a mis-
to engage the target audience. tors as the “net value” leader and take for State Farm as it is a valuable
highlight attributes that add value asset that includes strong elements
for the customer. that parallel the interests of the target
audience. By leveraging the existing
microsite and increasing the digital
elements, it will strengthen the
State Farm brand and complement
the campaign.

31. CAMPAIGN METRICS
A variety of metrics can be applied
to assess the effectiveness of
increases in market share are pro-
jected based on a post-campaign
Obviously this limited sample
of 50 students is not
CAMPAIGn METRICS
Pre-Campaign Survey
31
Post-Campaign Survey
this campaign. brand health score. scientifically projectable.
Nonetheless, the results are
At the PSu School of Business, we Three subgroups were tracked impressive and the brand
pride ourselves on metrics and re- separately through the brand health health model is a superb tool
gard brand health as one of the best process. by which all campaigns should
reflections of campaign be measured. Portland State
effectiveness. This method is
1 State Farm Legacy Prospects University had the confidence
being used by a growing number of
2 Those with coverage to actually do it.
by competitors. 14% 16.3% 64.03 74.60
brands and the brand health
technique indicates 3 People in-demo but not yet “in
category” (Those people who do Market Share Brand Health Score
THIS CAMPAIGn CoULD not yet drive or own a car)
DIMENSIONS OF BRAND HEALTH
STATE FARM COMPETITOR NO CURRENT AVERAGE
ACHIEVE An AnnUAL MAR- DIMENSIONS OF BRAND HEALTH
CUSTOMERS CUSTOMERS PROVIDER INCREASE
kET SHARE InCREASE of As shown in the table, four different Category Relevance STATE FARM COMPETITOR NO CURRENT
CUSTOMERS CUSTOMERS PROVIDER
AVERAGE
INCREASE
2%
+ 2.5% + 14% + 23% + 13.17%
MoRE THAn attitudinal and behavioral Importance of selecting provider
Category Relevance
Ideal Brand Attributes
categories were scored. Importance of selecting provider + 2.5% + 14% + 23% + 13.17%
Price competitive + 10% + 24% + 12% + 15.33%
Ideal Brand Attributes
THE bRAnD The three subgroups were asked to
Trustworthy
Price competitive
Responsive to questions & claims
+ 19%
+ 3%+ 10%
+ 14%
+ 24%
+ 11%
+ 14%
+ 12%
+ 20%
+ 15.67%
+ 15.33%
+ 11.33%
HEALTH TECHnIqUE complete a baseline attitude survey. Trustworthy
Looks out for my best interests + 5%+ 19% + 14%
+ 20% + 14%
+ 29% + 15.67%
+ 18.00%
It’s impossible to conclusively After a short presentation of the
Responsive to questions & claims
Keeps up with the times + 3%
+ 16% + 11%
+ 10% + 20%
+ 18% + 11.33%
+ 11.33%
Looks out for my best interests
State Farm Brand Strengths + 5% + 20% + 29% + 18.00%
claim that an ad campaign will lead campaign a follow-up survey was Keeps up with the times + 16% + 10% + 18% + 11.33%
Customer satisfaction + 5% + 18% + 18% + 13.67%
directly to an increase in sales, but administered. Here are the results: State Farm Brand Strengths
Strong local presence + 3% + 20% + 17% + 13.33%
there is a way to connect the Customer satisfaction
Best overall value for price + 5%
+ 5% + 18%
+ 13% + 18%
+ 15% + 13.67%
+ 11.00%
“attitudinal health” of a brand with According to Mintel’s Dec. 2009 Strong local presence
Likeliness Factors (State Farm) + 3% + 20% + 17% + 13.33%
the potential for increased market report on auto insurance, State
Best overall value for price
Likely to remain a customer + 8%+ 5% + 13% + 15% + 11.00%
+ 8.00%
Likeliness Factors (State Farm) + 18% + 18.00%
share. Brand Health is a conceptual Farm’s current market share
Likely to personally recommend
Likely to try additional SF products
Likely to remain a customer + 5%
+ 8% + 5.00%
+ 8.00%
model that identifies key attributes of in-demo is 14 percent. The total Likeliness Factors (Competitors)
Likely to personally recommend + 18% + 18.00%
the brand that are important to the Brand health score from the Likely to try additional State Farm products
Likely to consider State Farm + 5% + 16% + 15% + 5.00%
+ 15.50%
target audience, and measures audi- pre-campaign baseline survey Likeliness Factors (Competitors)
Likely to talk to a State Farm Agent + 16% + 15% + 15.50%
ence perceptions of the brand both was 64.03, resulting in a statistical Likely to consider State Farm + 16% + 15% + 15.50%
+ 16% + 15% + 15.50%
before and after the campaign. relationship of 4.57 points of brand
Likely to talk to a State Farm Agent
health for each one percent of BRAND HEALTH SCORES (out of 100)
The communications-based brand market share. STATE FARM COMPETITOR NO CURRENT AVERAGE
health approach recommended BRAND HEALTH SCORES (out of 100)
CUSTOMERS CUSTOMERS PROVIDER SCORE
73.00 57.30 61.80 64.03
here is modeled after the one used Thus, the post-campaign brand
Pre-Campaign Exposure
Post-Campaign Exposure
STATE FARM
80.50 COMPETITOR69.30 NO CURRENT74.00 AVERAGE 74.60
by Coke. It establishes a statistical health score of 74.6 translates into Overall Increase
CUSTOMERS
+ 7.5
CUSTOMERS
+ 12
PROVIDER
+ 12.2
SCORE
+ 10.57
Pre-Campaign Exposure 73.00 57.30 61.80 64.03
relationship between a pre- a potential 2.32 percent increase Post-Campaign Exposure 80.50 69.30 74.00 74.60
campaign brand health score and in market share among our Overall Increase + 7.5 + 12 + 12.2 + 10.57
existing market share. Then potential target audience.

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Robyn Birkedal bIbLIoGRAPHY
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