Advertiser: STATE FARM
Agency: DDB CHICAGO
Category: Best Use of Screens
Editor: Grant Gustafson (Cutters)
Exec. Producer: Scott Kemper (DDB Chicago)
Group Creative Director: Barry Burdiak (DDB Chicago)
ACD/Writer: Chad Broude (DDB Chicago)
Group Creative Director: John Hayes (DDB Chicago)
Exec. Director Of Integrated Production: Diane Jackson (DDB Chicago)
Chief Creative Officer: Ewan Paterson (DDB Chicago)
Strategy
NFL fans are a captive, engaged and passionate audience, and the game itself reflects many of State Farm’s values – from being an American icon to integrity, respect and the desire to win. So what better audience than NFL fans for State Farm to build relevancy and consideration with, by taping into their passion?Last season, State Farm “stole” Green Bay Packer Aaron Rodgers’ touchdown move and rebranded it as the Discount Double Check move, a term that quickly became a part of social vernacular. With a new season underway, State Farm needed to find a way to keep Discount Double Check fresh, and did so by showing that it not only pays to double check your insurance policy, but also your insurance commercial. State Farm developed an engaging consumer promotion – The Double Check the Commercial Challenge – in which consumers rewatched the :30 State of Detention commercial, searched for hidden cheeseheads throughout the spot, and entered on State Farm’s Facebook page for a chance to win a trip to the Super Bowl.
Effectiveness
The promotion was successful, and State Farm engaged with NFL fans in a unique, breakthrough way. While the number of times consumers rewatched the commercial on their DVR is immeasurable, consumers engaged with the brand and the promotion. The broadcast airings of the promotional spot inspired coviewing behaviors, as mobile traffic spiked during the airings with thousands of mobile visits to the Facebook tab. In addition, close to 75% of the total traffic to the tab was driven by the Double Check the Commercial Challenge, and the conversion rate was the second highest social conversion rate in State Farm history.
Execution
State Farm utilized a fully integrated creative and media plan to successfully drive engagement with the promotion. Consumers were introduced to The Double Check the Commercial Challenge with the launch of a :30 promo spot that aired in four high-profile broadcast placements. The promo spot was followed in each commercial pod with the State of Detention spot, so viewers were forewarned to look for the upcoming spot and use their DVR to rewatch the commercial. In addition to the broadcast elements, State Farm also utilized digital display banners driving to the promotion which ran across several major sports sites, and leveraged promoted Facebook posts and tweets. Ultimately, consumers were driven to State Farm’s football Facebook tab where they could view the commercial again, interact with the ad by circling the cheeseheads and enter for a chance to win.