Insurance isn’t exciting. It’s also intangible. What can we do to capture imagination and bring the need to be covered home?
Fender benders. Imploding microwaves. Deceased spouse(s). Shit happens… …and so do 30-foot robots. The idea that you need to be covered because anything can happen to anyone, anywhere, at anytime was the driving force behind a broadcast spot for State Farm’s “multiline” insurance offering (auto, home and life). Our job was to extend that concept in digital because online quote generation is a major acquisition drive for the company.
We had the premise and we had the robot. But what the newly released Google Maps Street View API gave us was a way to make the story personal.
Fueled by a truly integrated campaign execution, we hit people across all touch points and kept the fire going by giving people an experience they actually wanted to share.
Most people know they should have insurance, but few act until disaster strikes.
Broadcast did a great job of making that idea fun to watch, but digital did a better job of making it fun to experience and share.
“State Farm Chaos In Your Town”
EXECUTIVE Creative Director
Group Creative Director
Associate Creative Directors
Director of Digital Strategy and Production
Executive Producer of Digital
Production, Development & Animation