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
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Target Impressions
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