Category: Best use of brand sponsorship integration (where there is no product overtly displayed in the film, show, event etc. but it is aligned to a brand message)
Advertiser: STATE FARM
Product/Service: INSURANCE
Agency: DDB CHICAGO
Chairman: Bob Scarpelli (DDB Chicago)
Chief Creative Officer: Ewan Paterson (DDB Chicago)
Group Creative Director: Barry Burdiak/John Hayes (DDB Chicago)
Creative Director: Geoff Mccartney (DDB Chicago)
Executive Producer: Scott Kemper (DDB Chicago)
Executive Creative Director/Director Of Digital: Joe Cianciotto (DDB Chicago)
Director: Spike Lee (Pony Show)
Executive Producer: Susan Kirson (Pony Show)
Director Of Digital: Jon Ellis (DDB Chicago)
Editor: Hank Corwin (Lost Planet)
Editor: Paul Kelly (Beast)
Director Of Digital: Paul Sundue (DDB Chicago)
Account Director: Penn French (DDB Chicago)
Executive Director Of Integrated Production: Diane Jackson (DDB Chicago)
Executive Producer Of Music/Integration: Eric Johnson (DDB Chicago)
: (Liquid)
Executive Producer: Laura Perotta (DDB Chicago)
Art Director: Klane Harding (DDB Chicago)
Copywriter: Johnny Gailbraith (DDB Chicago)
Associate Creative Director: Gordon West (DDB Chicago)
Media placement: TV Spot -1` - CBS - September 11, 2011
Media placement: Online - CBS.com, YouTube, State Farm Site - September 11, 2011
Media placement: TV Documentary - CBS - September 11, 2011
Campaign Description
This branded content initiative for State Farm was released in the United States. The challenge in creating content referential to September 11th was governed less by legal restriction and more by what was appropriate regarding the delicate nature of the subject matter. Partnering with content providers, broadcast channels, talent and distribution remain critical components of the mix. However, guaranteeing that the message of the effort focus and benefit a cause close to State Farm, without keeping the focus directly on the brand represented a fundamental challenge to the effort.
Effectiveness
Since its inception in 1922, State Farm has been an active advocate and sponsor of philanthropic efforts focusing on the areas of safety, community and education. For decades, this has included support for the National Fallen Firefighters Foundation.
To commemorate the 10th anniversary of September 11th, State Farm became the exclusive sponsor of CBS’s 9/11, 10 Years Later and opened the documentary with a message of thanks from State Farm chairman and CEO Ed Rust Jr. as a part of the show’s content. Accompanying this broadcast, State Farm partnered with Spike Lee to create a film tribute in honour of the heroes of 9/11, which was broadcast 10 years to the day of the events of September 11.
The 90-second tribute aired only once.
Accompanying the broadcast, the brand created a long-form documentary, available on the company's dedicated YouTube channel. For the week of 9/11, this channel was purposefully devoid of all State Farm images, logos and campaign videos. In its place, a collection of interviews and extras was made available.
A special edition of Jay-Z and Alicia Key’s song from the tribute ‘Empire State of Mind’, sung by children from all 5 boroughs of New York, was made exclusively available for purchase on iTunes and Amazon, with proceeds benefiting the National Fallen Firefighters Foundation.
In addition to being picked up by more than 150 mainstream publications, televised media and established blogs, in the first 72 hours ‘Empire State of Mind’ garnered more than 1.1m views on YouTube, was the no.4 trending topic on twitter and the 18th most searched term on Google.
Implementation
Given the sensitive nature of the subject matter and sincerity with which it was delivered, it was imperative that the tribute be handled tastefully and focuses on the message of thanks to the fallen heroes of 9/11, not on State Farm.
Much of the effort that went into drawing the audience in resided more in the gravity with which the branded content was developed than in any simple media strategy. Collaborating with Spike Lee was a critical component to thematically bringing the tribute to life, as was a partnership with the Fire Department of New York in validating this initiative.
Outcome
In addition to being picked up by more than 150 mainstream publications and blogs, in the first 72 hours, ‘Empire State of Mind’ garnered more than 1.1m views on YouTube, was the no.3 trending topic on Twitter and the 18th most searched term on Google.
The spot also received mentions from major news outlets and celebrities around the country, including the New York Times, Chicago Tribune, Los Angeles Times, Ellen DeGeneres, LeBron James, Bill O’Reilly, and even MTV’s Snooki. Further emphasising the widespread impact of the ‘thanks’ message.
In addition, the social commentary of the people showed their overwhelming appreciation of the message. According to Ace Metrix, a national panel rated Empire State of Mind as one of the highest-performing branded efforts ever tested in the insurance category and one of the most effective in any category for that time period.