State Farm approached the 2010 National Student Advertising Competition to find a way to market auto and renter's insurance to 18-25 year olds, one of the least interested markets for their product. Our team chose to brand State Farm with the tagline "Are you Good," which was meant to co-exist with their current, good neighbor tagline. I was responsible (with the help of other team members) for interactive art direction, media planning, and budgeting. The work here is part of a much larger campaign, including television, print, outdoor, interactive, and sponsorships.
Billboards kick the campaign off, creating buzz by providing provocative statements like "cut 'em off" and "make them crash," without further explanation.
Print ads flesh out the statements made on the billboards, changing their meaning entirely.
A State Farm branded skin and radio station dominate Pandora, the most popular online radio platform.
State Farm runs a cheesy looking "you've won a free ipod" banner. But if the user clicks on the ad, they can enter their information and receive a free ipod. It helps drive home the point that car insurance, especially State Farm's, is just good, misunderstood.
