State Farms Targets Young Adults via Archrival Integrated Campaign
July 17, 2009 | Levent OZLER
Archrival was tapped by State Farm to develop a campaign for renter's and car insurance that targeted young adults in the Midwest.
Archrival handled strategy, creative, and media for the four state campaign.
Tactics included online banner ads, movie trailers, gas pump toppers, Facebook social ads, street team materials, and agent giveaways.
One of the street team tactics called for the placement of t-shirts with funny messages placed on hangars in prominent areas where young adults frequented.
When the t-shirts were inevitably "stolen," the hanger was revealed with the "save your stuff" State Farm renter's insurance message.
Street teams replaced the shirts the next day.
Another tactic featured street team member's handing out insurance "samples" to consumers at events.
The insurance sample when opened revealed a dollar bill - a "sample" of the $426 consumers would save to switch to State Farm car insurance.
A third tactic involved window clings that from a distance looked like a horrible windshield smash.
With the static cling was a note tucked under the windshield wiper.
The note was a message from the local State Farm agent assuring them everything was fine, but then again, it always is with State Farm on your side.
477 impressions - 22,658 clicks
