State Farm Senior Capstone
Competitive Advertising Class
Competitive Advertising Class
This was the final hurdle to jump before graduation. We had a case study. Client: State Farm Insurance. Goal: Get twenty-somethings to choose State Farm over the other guys. Our approach? LiveforThere, a super stylized, editorial-touchy-feely campaign that focused on getting these 18-25-year-olds "there"--whatever "there" meant to them.
I wore a bunch of hats throughout this process. I was involved in brainstorming, proofreading and re-writing the book and presentation script and coming up with our TV spot concept and copy. I was also the only girl on the presentation team, which included memorizing a huge script, helping with the Keynote and generally just being a bad-ass.
We took second place in the region.
Videography: Emily Cooper; Actors: Tiffany Taylor Mo, Nick Bankhead; Edits: Emily Cooper, Kaylee Schaefer
This is one of two TV spots I wrote for this campaign. We wanted to promote the idea of renter's insurance because our research showed that most of our demographic didn't have it, didn't care about it, and had no idea how much it might cost.
Design: Bob Schuster.
We called this promotion the "See You There" Tour. This living room, complete with a green screen photo area, refreshments, a lounge area courtesy of our partners at Ikea, traveled to all of the big-ticket concert festivals nationwide.
Design: Krystyna Ninh, Bob Schuster, Wil Mowrey.
One of the more brilliant promotions we came up with, Acts of There got State Farm in front of an audience and made for some Tweet-worthy buzz. One of these promos, "there" at school, partnered with commuter college bookstores and gave 10% off of all book purchases for the day. Additionally, students took home the State Farm reusable "green" bag (it's the red bag up there) and a lanyard with Q & A cards about auto and renter's insurance attached.
