Twelve is an agency comprised of twelve radically different individuals focused on one goal: to deliver the most innovative and creative strategies for companies. In our meetings, we may sound like twelve angry men. But in our mission, we work as one seamless unit. We are passionate. We are one. We are Twelve.

ABOUT OUR AGENCY 02 Executive Summary

03 Research

10 Creative

27 Media

32 Testing & Evaluation

33 Budget

09 Strategy

TABLE OF CONTENTS

02 03

Who are Millennials?· 18-24-year-olds

· Newly independent or soon-to-

be independent

· Single and renting their living space with roommates

· Frequent Internet users, spending a majority of their time online

Where do Millennials spend most of their time online? According to our survey respondents:

· Facebook (56%)· Email (25%)· Google(12%)· Twitter(3%)· Hulu(2.5%)· YouTube (1.5%)

When do Millennials think about insurance?· When they’re in an accident, which 44% stated they had been,

but...

· 48% state they rarely think

about insurance

· Only 35% state that they found insurance to be very important

Why do Millennials buy the insurance they buy?· 37% responded they will likely stay with their current insurer over the next five years

· 49% state that price would most likely be the cause of changing insurance providers

· 50% value reliability in an insurer among other traits

When we at Twelve started our campaign, we began by discussing our own thoughts about insurance. What kind of insurance do we have? What campaigns could we remember? What companies first came to mind? We realized that we knew very little about insurance beyond what campaigns we could recall on television, and we knew even less about the category of insurance itself. Most of us could recall the State Farm jingle and slogan, but none of us could think of a specific campaign. Those of us who remembered the jingle had very little idea what that meant for us.

What was worse was that many of us were on the brink of independence, finishing our senior year and thinking about everything the world would open up to us the moment we were on our own.

So we began asking some basic questions. How would we want insurance to cater to ourselves as newly independent? What is insurance all about?

Then we structured our whole campaign around one idea: insurance is about making sure that you’re good when the tough times come. It’s about being an adult without being overcome by the worries of an adult. It’s about making the idea of insurance good again, and not something you only associate with car accidents and paperwork. It’s about getting good, being good and understanding good. And our campaign is about taking that good message of State Farm to the doorstep, DVR and desktop of today’s independent young adult.

CONSISTS OF THE MILLENNIALSOUR TARGET

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IN-DEPTH INTERVIEWS: Respondents base their knowledge on what they see in advertising.

Setup 30 individual interviews targeting general insurance knowledge

Results· Respondents associate insurance with advertising

· They remember icons that represent insurance providers

· They have little knowledge of State Farm, but recall portions of the slogan

Sample Responses· What images come to mind when you think about insurance? “TV

ads, like, specifically, Esurance. I

see the Esurance girl.” –Greg

· What images come to mind when you think about insurance? “Definitely the Progressive girl,

with the red lipstick.” –Jamie

· What comes to mind when you think of Geico? “Geico, the

gecko.” -Cayla

· What word comes to mind when you think of State Farm? “This is

silly, but, ‘Good.’” –Jen

· What comes to mind when you think of State Farm? “Neighbor” -Ursula

PROJECTIVE INTERVIEWS: Interviewees have no personality to associate with State Farm.

Setup Seven projective interviews divided into three parts: sentence completion, brand personality, and personal experiences

Results· Respondents see insurance providers as personalities

· Respective spokespersons create brand personas

· State Farm is one of the lesser known of the major insurance providers

Sample Responses· If Geico were music, what would it be? “ I think of the Gecko in the

outback.” –Sam

· If Allstate were music, what would it be? “ All I can think of is

the guy in the commercial.” –Adam

· If State Farm were a pair of shoes, what would they be? “I don’t know

anything about State Farm.” –Sophia

SetupTwo sessions of eight or more people who were asked general insurance questions

Results· Respondents are responsible for more than 50% of their living expenses, but that doesn’t always include their insurance

· They plan to keep their parents’ insurance as long as possible

· They prefer to spend their money elsewhere, on tangible items

Sample Responses· Of all bills you pay for, why not insurance? “I could probably

afford to help out a little bit. I

mean, I work two jobs, but it’s just

like I’d rather be happy and buy

little stuff here and there.” – Marah

· When do you plan to start the insurance shopping process? “I mean, when the time comes, it’ll

come, I guess. I’ll just have to

do it.” – Nicholas

· What exactly does it mean to say “when the time comes,” what is this magical time? “[I’m going

to look for my own insurance]when

I’m no longer covered by my parents’

insurance.” – Meghan

REVEAL THE IMPORTANCE OF BRAND PERSONATELL US THEY’RE IN NO HURRY TO PAY FOR INSURANCEFOCUS GROUPS 1-ON-1 INTERVIEWS

SetupOver 1500 quantitative surveys administered online or in person

The Results· 48% rarely think about auto insurance

· 24% never think about auto insurance

· 39% said auto insurance is somewhat important to them

· 65% will most likely stay with their current insurance provider over the next year

· 37% will most likely stay with their current insurance provider over the next five years

· 49% said price would be the main cause of changing insurance providers

· 46% would probably not change providers after purchasing a new car

· 40% considered renter’s insurance somewhat important

· 50% would probably buy renter’s insurance if it came bundled with auto at a discounted rate

With our survey results in hand, we created perceptual maps to reflect graphically the opinions of our respondents. The surveys asked participants to comparatively rate Allstate, Geico, Progressive and State Farm on basic qualities such as reliability, coverage and innovation. We used the results to create perceptual maps. With different characteristics assigned to paired coordinates, the maps cross-reference data and illustrate connections in the minds of the target market.

· Target assumes that insurance providers perceived as cooler are less expensive

· State Farm ranks below competitors in coolness and innovation

· State Farm ranks above competitors only in percieved cost

Figures based on number of survey responses in which the insurance company was rated number one for that attribute

SHOW A LACK OF INTEREST IN INSURANCE DISCLOSES PROSPECTS DON’T CONNECT WITH BRAND1500 SURVEYS PERCEPTUAL MAPPING

09

Defense of a Branding StrategyOur research shows that the target market is not interested in auto insurance. The vast majority would not purchase it if they weren’t required by law. There is nothing about auto insurance itself that attracts these young consumers. Even worse, they see no difference between the insurance coverage provided by major auto insurers.

The greatest distinguishing factor our target cites among insurance companies is not coverage. It’s not even price. The biggest difference they see is attitude, the brand persona. Because of this, we decided that a product-based campaign would not suffice.

The best way to drive sales is to develop a campaign that focuses on branding and creating a distinct personality.

ArchetypesIn their book, The Hero and the

Outlaw, Margaret Mark and Carol Pearson identify twelve archetypes used by successful brands to identify themselves in the subconscious of the consumer. Though they might not realize it, consumers know these characters and intuitively expect brands to fit into one of their twelve categories.

The twelve archetypes are

divided into four groups: Idealists, Protagonists, Populists, and Altruists. When we began

to analyze the auto insurance category, we noticed that State Farm’s three major competitors occupied three of the four categories. Allstate, the “Caregiver,” is an Altruist, Geico, the “Jester,” is a Populist, and Progressive, the “Magician,” is a Protagonist.

This leaves State Farm an obvious void to fill. A position distinct from its competitors and conveniently already aligned with the brand’s persona: Idealists.

State Farm Communications Lack ConsistencyWe researched State Farm’s current advertising and how our target audience perceives it. We found the target:

· Is unaware of the benefits or details of insurance

· Is not interested in insurance

· Sees State Farm as outdated and unappealing

· Does not see a reason to choose State Farm

· Have a “what’s in it for me?” attitude towards the brand

· Believes State Farm has an inconsistent tone in their campaigns, making the advertising forgettable

· Some commercials are funny (“Chapped Lips,” “Being Cool”)

· Some are informative (“People Trust People”)

· Some are emotional (“I’ll Be There”)

State Farm Competitors Communicate a More Consistent Brand ImageUpon researching the advertising of State Farm and its three top competitors, we found that:

· Allstate

· Has a mature tone

· Displays its agent, phone and online models fairly evenly

· Presents a consistently protective and personable feel in their advertising

· Progressive

· Takes a lighthearted tone

· Pushes phone and online service above its agent model

· Focuses on the customers, even offering them price- naming options

· Geico

· Entertains the target with a humorous tone

· Emphasizes phone and online contact over an agent model

· Has less consistent advertising across various media

SHOWS STATE FARM NEEDS A SINGLE-MINDED MESSAGERESEARCH SUMMARY

Responses from our surveys and our interviews supported each other and led to the following conclusions:· Respondents base their opinion

of the insurance provider on the brand persona

· They associate insurance providers with the icons that represent them

· They recollect all or part of the State Farm slogan, “Like a good neighbor, State Farm is there”

· State Farm lacks a consistent, strong image

STRATEGY

1 1

OUR CREATIVE FOCUSES ON THREE TARGETED PHASES OF RELEASE, THE ABCs OF OUR CAMPAIGN:

Attract Attention: “When Did Good Become Misunderstood?”· Breaks through the skepticism of our target by introducing them to situations where individuals have good intentions

· Redefines the definition of good to our target

· Juxtaposes situations where an individual is acting with good intentions against a recipient who believes them to have the worst of intentions.

Build the Brand: “Are You Good?”· Connects people doing good with State Farm doing good

· Bridges the gap between being good and doing good

· Entertains the audience while educating them on insurance

Continue the Conversation· Creates a call to action

· Defines the positive ongoing role of insurance

Overview of StrategyWhile the State Farm brand is not very well defined within the target market, we didn’t have to start from scratch. State Farm is well established as the Good Neighbor. In 2009 the slogan “Like a Good Neighbor, State Farm is There” was inducted into the Madison Avenue Walk of Fame. The slogan is certainly familiar, but not very relevant, to the target market. Our task was to repurpose “Good Neighbor” for a new generation, 18-25-year-olds.

The Idealist archetype we found

fit best with State Farm, and our

target market was the Innocent. Innocent brands are associated with goodness, morality and trust. Not only do these attributes align well with State Farm’s own values, they are virtues the target market would love to believe about any large corporation.

Our strategy is to confront the Me Generation on their own turf by positioning State Farm as the Innocent brand and refocusing the “Good Neighbor.” We will ask them directly, “Are You Good?” In our campaign, the question retains its vernacular meaning: Are you all

set? Do you have everything you need

to be a young adult? Is there anything

we can help you with? but goes on to

ask, are you a good neighbor like State

Farm? Are you doing good for those

you come in contact with?

By asking “Are You Good?”

State Farm becomes an active voice in young adult’s lives, always ready to help, but also imploring them to become a good neighbor themselves.

Confronting the Me GenerationImage courtesy of iStock Photo

COMPRISES THE STATE FARM ABC’SCAMPAIGN OVERVIEW

CREATIVE

Good is misunderstood in these billboards, early versions of the print ads. The headlines appear to be mean-spirited commands, and there is no additional copy to explain otherwise. The next phase of the creative brings out the positive message in these headlines.

SERVE AS TEASERS FOR ADS TO FOLLOWASKS, “WHEN IS GOOD MISUNDERSTOOD?”PHAS

E 1

CONGRATULATIONS! YOU’VE WON A FREE IPODMost members of the target immediately exit pop-up screens. When users click on the State Farm pop-up however, they are pleasantly surprised. It redirects them to the microsite and informs them that they are the winners of a free iPod. They submit their mailing addresses to receive their State Farm branded iPods. Only the first 100 to complete the offer will receive the giveaway.

“GROCERY STORE” VIRAL VIDEOAs a young woman buys groceries, an unrelated man follows her. With every item that she puts in the cart, he takes the same. He follows close behind, trying to be inconspicuous—and failing. At the conclusion of the video, he runs ahead of her in the checkout line and purchases all of the groceries. To her surprise, he turns around and gives them to her, completely confusing her.

“COOKIES” VIRAL VIDEOA young woman enthusiastically hands out free cookies in a public area. However, most people are uncomfortable taking unwrapped food items from a stranger. Despite the fact that the baked goods are merely a kind gesture, most people avoid the woman.

VIEW VIRAL VIDEOS ON THE MICROSITE TEASERThe microsite teaser is a page that reinforces the line “When Did Good Become Misunderstood?” This page links to the “Grocery Store” and “Cookies” viral videos. The teaser site will eventually turn into the actual microsite.

BILLBOARDSATTRACT ATTENTION

The print ads provide the punchline to the billboards and put a positive spin on situations related to auto and renter’s insurance. While the headlines appear to be mean spirited commands, the body copy reveals them as advice to do good – for you or for others. QR codes at the bottom of the ads lead the audience to the online components. Readers can take a picture of the code with their smartphone, leading them directly to the State Farm “Are You Good?” microsite. These ads also appear as posters in high-traffic areas such as bus shelters, subways, and malls.

REVEALS THE GOODASKS, “ARE YOU GOOD?”PRINT CAMPAIGNBUILD THE BRAND

PHAS

E 2

“STRANDED”A man’s tire goes flat in a back alley. When he attempts to change it, he notices a group of thugs approaching. As the thugs come closer, the man becomes flustered. The gang arrives and the man fumbles his tools. The leader sees the man’s distress and calls the biggest thug forward. As the man sputters in fear, the large thug moves him aside to change the tire for him.

“CALL ME”Two men sit at an outdoor café and see a beautiful woman sitting alone. Too nervous to speak to her, the first calls her “out of bounds.” Despite the comment, his friend immediately approaches the woman. Upset and feeling betrayed, the first man watches as the two appear to hit it off. Once his friend leaves, the woman walks over to the first man and hands him her phone number. His friend had really been telling the woman what a great guy he is.

A viral video promotes auto and renter’s insurance using a rap. One of the rappers talks about his unfortunate situation because he does not have insurance. He gets into a car accident and loses his high-class lifestyle because of a lawsuit. The viral video format, as well as the humor of the video and the lyrics will attract the attention of our target market.

The Are You Good? television campaign portrays people expecting the worst and being pleasantly surprised by individuals doing good deeds. These “good” people are then able to tell the person they’ve helped, “You’re good,” (as in, “You’re all set”). Thus the recipient of the good deed in the first commercial becomes the giver of the good deed in the following spot, giving the campaign a “pay-it-forward” message that’s carried through all commercials.

LYRICS

Hi there, it’s my turn, I’ll tell you ‘bout a bad dayLiving large in the morning but the rest went differentlyI was making mad cash, high and lowStashing it in boxes like Johnny Depp in BlowI had 2 champ bottles for each of my brosAnd I didn’t think twice when I bought a ‘64I was good.

So let me get back to this terrible dayI was driving down the street in one of my EscaladesI was thinking on my money, how much I get paidWhen outta nowhere this lady stops in front of meI tried to stop, well okay so I didn’tBut checkin’ yourself out and driving isn’t forbiddenIt was kinda stupid now, can’t believe that I did itHer rear end was broken from the way that I hit it Wasn’t good!

She walks over to my car, looking for a fightAskin’ questions like, “Did you see the red light?”I was like, “No…”So I got out of my car, ready to disputeShe was looking kinda mad, which was looking kind of cuteSo I laughed it off, ridiculed her bootsI stopped laughing two weeks later when I got the lawsuit So I went from strip steaks to mac and cheeseLiving in the ghetto watching basic TVI never ever thought I’d shop at the Dollar TreeAnd I wish to the lord that someone would ask meAre you good?

SHOW THAT IT PAYS TO BE GOOD TELLS THE TRUTH ABOUT INSURANCETV COMMERCIALS VIRAL RAP VIDEO

“GOOD TO DRIVE?” BUSThe “Good to Drive?” buses act as a complimentary service bringing young adults home safely from a night on the town. Passengers receive branded wristbands and hats for riding. Promotional information at bars and lounges advertises the service. Bus routes serve neighborhoods populated primarily by the target and can be found on the “Are You Good?” microsite.

“DO GOOD” DISPLAYLED billboards powered by Cisco TelePresence link two metropolitan cities on opposite sides of the country. For one hour a day, the displays offer pedestrians a chance to receive “Are You Good?” t-shirts by making a passerby in the other city feel good. The displays present a challenge, such as “Make this person laugh.” If they accomplish their task, the displays dispense a red shirt emblazoned

with the “Are You Good?” logo. During off hours, the displays cycle through “Are You Good?” television spots and web content. At night, the displays track the location of “Good to Drive” buses across the country.

In the “Are You Good?” Tour, two “Good to Drive” buses, each paired with a “Do Good” display, travel to the cities with the greatest population of 18-24- year-olds. Traveling from opposite coasts, the tour links two metropolitan areas by electronic display for a week at a time before moving on to the next city. The Northern and Southern tour routes are displayed below, showcasing each city and its population of 18-24-year-olds.

“ARE YOU GOOD?” TOUR

“Good to Drive” bus assures that people

who shouldn’t be driving home won’t.

LED billboards let someone on the West

Coast do something good for someone on

the East Coast.

The Facebook application, “I’m Good,” monitors Facebook activity. It gives each individual a visual representation of how good they are. The visual is based on that person’s number of positive wall posts, photo comments, “likes,” friend suggestions, etc. The application places a color-coded icon within a frame. These icons, which come from the State Farm logo, build up over time to

create a goodness portrait. With time, the icons become smaller and fade away. If the user is not active, the visual representation becomes blank. Hovering over an icon in the frame opens a window showing which action it represents. People can take quizzes to add new icons to their personal graphic. Unlike most Facebook applications, “I’m Good” doesn’t

require a change in standard Facebook actions. Only if the user wants to see growth will he or she change. Different behaviors make the individual a better online neighbor. The section below the goodness portrait, called “Good, Getting Better,” is a timeline of the individual’s activities. It shows improvement in online behaviors.

The State Farm microsite serves as the campaign hub. All components lead viewers to this site — and vice versa. Here they can enjoy entertainment, get involved in events and, most importantly, learn about State Farm Insurance. Direct links to the main site include “See Your Quote,” “Find Your Agent” and the State Farm logo, tying the microsite back to the foundation State Farm already has built.

· Home page · Features “Are You Good?” viral videos that reinforce the campaign and advertise events· “Events” tab · Provides up-to-date info on “Good to Drive” bus, “Do Good” Display, etc.· “Apps” tab · Showcases existing iPhone and “I’m Good” Facebook apps

· “Current Campaign” and “In the Press” tabs · Highlight the latest ads and news· “Getting Started” tab · Explains the insurance process and provides discount information· ”Ask an Agent” tab · Lets viewers send in questions

PAINTS AN ONLINE GOODNESS PORTRAIT PUTS EVERYTHING ONE CLICK AWAY“I’M GOOD” APPLICATION MICROSITE

TUNE IN TO PANDORA ONLINE RADIO FOR GOOD MUSICA radio station on Pandora serves to connect members of the target audience. A Web banner and matching skin advertise the station. The State Farm playlist will feature the “best of ” current music as well as 30-second audio ads about State Farm products. Users influence the playlist by rating songs. Good music serves to unify the target audience. The radio station builds a sense of a cyber community using the Pandora platform.

A GOOD DAY STARTS WITH GOOD PARKING.Parking spots in unconventional locations at malls, sports arenas, and other high-traffic areas provide unbelievably good parking. Lines and barricades on the sidewalks next to entrances block off the spaces. Branded signs read, “Overly Good Parking.” The unexpected parking spaces surprise most drivers. Those who use the spaces have a better start to their day.

BANNER CLEANUP BRINGS GOOD DEEDS DIGITALBanner ads placed on popular portal sites create good deeds on a digital domain. When these ads run, State Farm purchases all of the ad space on the page. Two ads play repetitive sounds by default, and the leaderboard banner asks users if they dislike annoying banner ads. When the viewer chooses to click on the leaderboard, the ads clear. The State Farm logo replaces the ads and makes a cleaner screen.

BEFORE AFTER

CITATIONS ISSUED BY THE STATE OF HAPPINESS.Unlike typical citations, State Farm citations are good. Agents distribute them on car windshields, and in college campus parking lots, coffee shops, parks and other places the target frequents. A perforated business card at the bottom of each citation includes the agent’s office and contact information.

HITS THE TARGET MARKET WHERE THEY LIVE INTRIGUES MOTORISTS AND MEDIA ALIKEONLINE ADVERTISING GUERRILLA MARKETING

PHAS

E 3CONTINUE THECONVERSATION

THE GOODS ARE HELPFUL IN CASE OF AN ACCIDENTThe first 5,000 members of the target to purchase a new auto insurance policy receive “The Goods” car safety kit. The compact kit fits in a glove compartment or beneath a seat. It contains a flashlight, high-intensity flares, two small rolls of duct tape, a combination whistle/compass/thermometer, first-aid kit, and space blanket. The kit helps our target feel better prepared in case of an emergency. It also shows them that State Farm cares about their safety and encourages insurance purposes. After the initial giveaway, “The Goods” will be available for purchase on the microsite.

BOXCAR OLYMPICS LETS PROSPECTS PLAY WITH HOME-MADE CARSThe Boxcar Olympics events bring together State Farm and consumers. All participants enter as a team of two or more, and all teams construct their own boxcars. A racetrack is set up in a city. The best boxcar design and the winner of the race receive prizes. Viral videos of people building boxcars and driving them through the city serve as advertising for the event. The event is an opportunity to pass out materials regarding State Farm’s auto coverage as well as with sponsors. It occurs multiple times during the year and travels to major cities within the U.S.

COKE CO-SPONSORSHIP BRINGS REFRESHMENT TO THE BOXCAR OLYMPICSThe Coca-Cola Company co-sponsors the Boxcar Olympics. Coca-Cola provides the beverages at the event. The brand image and color of Coke work well with the Are You Good? campaign. The upbeat and youthful persona of the company also works to introduce State Farm to a younger audience. Additional sponsorship is open to local companies and restaurants.

PARTNERSHIPS WITH LOCAL CAR DEALERSHIPS GAIN NEW POLICYHOLDERSState Farm partners with local car dealers to offer auto insurance at the point of sale for both new and used cars. Individual agents receive toolkits for distribution to car dealerships. Toolkits include Are You Good? branded fliers, applications, etc. Customers can finance their cars through the State Farm Bank. Their car payment and insurance payment are combined into one monthly fee, eliminating the hassle of separate payments.

PRODUCT PLACEMENT IN FX TV SHOW REVEALS THE BENEFITS OF STATE FARM INSURANCEState Farm places their insurance services in It’s Always Sunny in Philadelphia for one episode. The cast of the

show portrays misfits who always get into trouble unintentionally. The collaborative episode includes the unplanned destruction of a vehicle. Luckily, the vehicle is insured by State Farm. This episode shows that State Farm uses an agent-based model and delivers fast, effective and friendly service.

BLANKETS BRING WARMTH TO THE SALVATION ARMYState Farm donates blankets to The Salvation Army. The organization can distribute the blankets to the homeless. This gesture provides warmth to the people who need it most. It also demonstrates that State Farm does not only promote being a good neighbor, they are a good neighbor. State Farm’s main priority is to do what is right and what is good.

CISCO SYSTEMS ENABLE THE “DO GOOD” DISPLAYTechnology for the Do Good Display will be provided through a partnership with Cisco Systems Telepresence. The display showcases the quality and efficiency of Cisco’s interface, connecting people across the country as they participate in Good Deed challenges.

PARTNERS & SPONSORSOPTIMIZE MEDIA DOLLARS

27

After researching which media possibilities were feasible, Twelve devised a plan to increase awareness of State Farm among 18-25 year old Independents, with an emphasis on selling towards the end of the plan year.

Attract Attention: The campaign kicks off with a series of billboards and viral videos posing the question, “When did good become misunderstood?”

Build the Brand: As curiosity mounts, two interactive LED billboards and designated driver buses begin to tour the nation, explaining that State Farm has been doing good as long as they have been around, and shifting the focus to the consumer, asking, “Are You Good?” Out-of-home advertising helps explain the concept in major metro areas. To deliver a powerful brand experience and drive the message home, it’s developed further using a wide range of media vehicles, from traditional television and print to Web commercials, events, Facebook applications and more. Continue the Conversation:

The last portion of the campaign ramps up with direct mail that spurs the market to ensure “they’re good” by actively researching and buying State Farm insurance.

INSIGHTS· State Farm trails within our target market in a variety of brand attributes; most importantly “Best Communicator,” “Most Personable,” and “Coolest”

· Target audience would “rather be shopping” than thinking about insurance

· 58.3% of target market browses the Internet more than any other daily activity

· Over 80% of target market has a broadband connection, making the Internet the most important media channel

OBJECTIVE· Reach 78% of target market with a monthly frequency of 6.3

STRATEGY· Sequence the campaign with new elements unfolding over time

· Supplement State Farm’s current brand message without competing with it

· Deliver media to the target through channels they use most frequently

· Develop a new brand experience that permeates the target’s media selection/exposure

· Augment the creative message of the campaign

TACTICS· Split the campaign into three phases to build buzz and use creative to achieve maximum impact

· Stagger release of new content through each phase

· Deliver creative through a wide variety of media

· Use events to garner P.R. attention early in the campaign

· Deliver media through growing online outlets such as Hulu

· Focus on television and online delivery formats

· Rely on traditional, out-of-home placements to ensure repetition and saturation

LEGACY PACKAGE IS FOR “LONG-TIME” NEIGHBORSLegacy consumers, whose parents have State Farm Insurance, receive a package in the mail. The package consists of a folder that contains three sheets. These documents provide information on renter’s insurance, various discounts and insurance prices. A checklist is printed on the inside of the folder. The list outlines the general process of purchasing insurance and includes directions specific to State Farm. Steps include “Read Through Our Available Discounts” and “Locate Your Nearest State Farm Agent.” Members of the target market also can view the checklist on the mircosite which has a a “Get a Quote” link. The package contains a customizable air freshener that serves as an interactive takeaway. Potential policyholders can create their own air freshener using a red template and an assortment of stickers.

POSTCARDS KEEP PEOPLE POSTED ON DISCOUNTSA postcard explains the low cost of renter’s insurance when bundled with auto. Individuals in the target audience who already have State Farm auto insurance receive this postcard. The direct mail also describes price and protection offered by renter’s insurance and directs readers to the microsite. Individuals in the target who have no current connections to State Farm receive a postcard as well. This postcard encourages them to visit the microsite, where they will find more insurance information.

KEEPS A GOOD THING GOING TARGETS THE INDEPENDENTSDIRECT MAIL MEDIA PLAN

MEDIA

MEDIA COMPONENTS AND RATIONALE

MEDIA SCHEDULE

32 33

We evaluated the effectiveness of the “Are You Good?” campaign by:· Testing campaign understandability, persuasion and likeability· Asking target to complete State Farm slogan· Exploring the target’s response to the phrase “Are You Good?”

In conducting one-on-one interviews for evaluative research we found that:· Interviewees are able to recollect the State Farm slogan· “Are You Good?” is a phrase that interviewees are accustomed to using· The word “Good” represents different ideas for different people, but has positive associations for all interviewees

We plan to monitor the success of the “Are You Good?” campaign by:· Conducting online surveys six months after its end· Administering in-depth interviews and focus groups with new customers in the target· Compiling all gathered information into a published annual report

We will chart the progress of the “Are You Good?” campaign by:· Measuring use of the Facebook application, click-through rate of the microsite, and views of the viral on YouTube· Tracking attendance and PR of the “Boxcar” and “Good-to-Drive Bus” events· Analyzing responses from our direct-mail pieces.

TelevisionNetwork–12,696,000 ImpressionsSpot Cable–373,185 Insertions

Web–265,000,000 ImpressionsPage Domination–137,400,000Pandora–500,000Pop -Up–100,000Pre-Roll–127,000,000

Print–67,000,000 ImpressionsCosmo–29,000,000Game Informer–38,000,000

Out-of-homeBillboard–Avg 78 GRP/CityMall Display–Avg 54 GRP/cityTransit Ads–Avg 63 GRP/City

TEST

ING

& EV

ALUA

TION

BUDGET

WHEN TWELVE STARTED THIS JOURNEY, WE WEREN’T SURE WHAT TO EXPECT. LIKE OUR TARGET, WE KNEW LITTLE ABOUT CAR INSURANCE, PROBABLY LESS ABOUT STATE FARM. BUT OUR RESEARCH SOON REVEALED AN AMAzING STORY WAITING TO BE TOLD. STATE FARM’S STORY ISN’T ABOUT CARS, OR MONEY. IT’S MUCH LARGER THAN THAT. A HUMAN STORY ABOUT NEIGHBORS AND BEING GOOD.

TWELVE HAS TAKEN THAT STORY AND CRAFTED A FINELY TUNED CAMPAIGN AROUND IT. WE’VE MET WITH OUR MARKET AND DISCOVERED WHAT KIND OF MESSAGE APPEALS TO THEM. WE’VE DEVELOPED CREATIVE THAT PRESENTS THAT MESSAGE INTELLIGENTLY, WITH A PLAN THAT ENSURES EXPOSURE THROUGH A VARIETY OF CHANNELS. AND WE’VE TIED IT ALL TOGETHER INTO A PHRASE THAT YOU’LL CATCH YOURSELF SAYING FOR WEEKS.

WHETHER IT’S ASKING A STRANGER IF THEY HAVE WHAT THEY NEED, OR A FRIEND HOW THEY’RE FEELING, WE AT TWELVE HAVE JUST ONE qUESTION: “ARE YOU GOOD?”

SPECIAL THANKSRandall White (Ellettore)Locos Bar and GrillTantra LoungeDr. William Shanahan Ph.DProf. Stephen HallDeclan FinnertyGabriel StiritzA big thank you to Google. We used Google Wave, Google AdSense, Google Docs, Google Calendar and Gmail heavily while completing our campaign.

THANKS TO OUR NSAC PARTNERSAd-ology ResearchiStock PhotoThe Nielsen CompanyExperian Simmons Conusmer ReseachSRDS

COMMERCIAL CASTToddrick ThomasRachel MiddletonBurton RunyanAndrew McClellandJordyn CrawfordMichael Miano

FILM PRODUCTIONProf. Michael HofsteinJason ClairyRoberto FuertesDavid DavisGabriella Garcia PardoTaylor JenkinsJ.C. GreerMatt AllenGeorge HillNikita CarpenterScott CopelandDevin SmithIzabeau GiannakopoulosMarie MorellTrip Clark

David BrightAlex CairoElyse FindleyAlec JankowskiLauren LenartAmanda MobleyNatasha SokulskiChelsea SpratlingCandice SwensenEric WillensonPhillip WhiteJimmy Zimmerman

Advisor: Art Novak