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Transcript of state farm
behavior of target audience (18-25) task:
split target market
beliefs of 18-20 market:
knowledge is limited
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
bottom line: it's not a big deal...yet.
new desired behavior
top of mind before accident...not after
awareness behind wheel product concept
state farm positioning 18-20
someone to go to for advice
common product concept themes
concept statement ...it happens why "...it happens" works?
because "...it happens" to everyone BIG IDEA.
core of presentation out-of-home media
billboards guerrilla marketing
dumps and bumps
run on high profile channels
hulu, pandora, youtube, etc. event marketing
SF college series
SF road show
current tactics good...not good enough
expand on sport sponsorships (NFL, NCAA)
in-game promotions, giveaways