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state farm

description
by

Erin Nault

on 1 March 2010

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Transcript of state farm

state farm problem:

behavior of target audience (18-25) task:

split target market
18-20
21-25

beliefs of 18-20 market:
knowledge is limited
not necessary
not our responsibility

bottom line: we just don't care!


beliefs of 21-25 market:
more informed yet no recognition of need
we have more important things to worry about
-job search
-loans

bottom line: it's not a big deal...yet.

objectives:

new desired behavior


understand insurance
top of mind before accident...not after
awareness behind wheel product concept

state farm positioning 18-20

big brother/sister
someone to go to for advice
trustworthy

21-25

friend/peer
relatable
common product concept themes
be blunt
be honest
straight-forward
non-judgemental
knowledgeable
message:

concept statement ...it happens why "...it happens" works?

simple
straight-forward
original
because "...it happens" to everyone BIG IDEA.

core of presentation out-of-home media
billboards guerrilla marketing
dumps and bumps
fire hydrants
meters
building graphics





tv commericals
:30 sec.
run on high profile channels
hulu, pandora, youtube, etc. event marketing
SF college series

SF road show
social networking
facebook
twitter
recommendations

current tactics good...not good enough
expand on sport sponsorships (NFL, NCAA)
in-game promotions, giveaways
Full transcript