Increase Brand Awareness
Direct Marketing
Event Marketing
Marketing Strategy
Project Overview
Ideas. To fuel lasting brand awareness and impact advocacy among the highly desirable youth market segment, State Farm® chose our highly skilled team for our experiential marketing expertise and national brand ambassador network. The idea was to engage college students in a variety of better state of being life experiences, leveraging State Farm®’s successful “Get to a Better State” campaign. Understanding the pressures of college life, the “Get to a Better State Campus Tour” positioned State Farm® as a fun, engaging and relevant student partner and friend. We built a young on-campus brand ambassador team that carried out State Farm®’s values, while encouraging personal connections with students through lead generating activities. These student interactions developed and strengthened bonds with the brand and established memories which will support State Farm®’s opportunity to be their insurance partner after graduation. Work. Brand ambassadors for State Farm® created an immersive experience throughout the “Get to a Better State Campus Tour” by engaging students in fun-filled activities held at four major Florida universities, including: Florida State University, University of Florida, University of Central Florida and University of South Florida. Each semester consisted of nine designated dates for on-campus activations, with each one lasting four hours. Targeting high-traffic areas, the tour staged three separate activations during which students were intercepted, engaged and educated on the State Farm® brand while participating in some exciting and memorable activities with lead generation. The State Farm® “Get to a Better State Coffee Break” activation provided students with complimentary coffee. To help students “Get to a Better State,” brand ambassadors were equipped with hydration backpacks filled with piping hot coffee and connected with students on groggy Monday mornings, midterms and final exam periods. With the phrase, “A healthy body leads to a healthy mind,” as a starting point, the “Get to a Better State With a Better Shape” leg of the tour invited students to drop in to on-campus recreation facilities for a low impact yoga class in between their regularly scheduled courses. This group event provided students with the opportunity to relax and release stress, as well as a chance to win State Farm® branded yoga towels and water bottles. The State Farm® “Get to a Better State Transporter” photo marketing activation encouraged students to pose for a photograph in front of a portable green screen to “transport” them to the dreamy destination of their choice. An ambassador-operated tablet was used to snap the photos of the students and position them in front of a fun and exotic vacation spot, from the ancient pyramids in Egypt to outer space. Results. We surpassed goals to increase brand awareness. Efforts throughout the Fall 2012 and Spring 2013 semesters realized over 45,000 impressions, with more than 21,000 students in attendance. Brand ambassadors directly interacted with over 12,000 students during the activations, whether through a photo shoot or offering a complimentary caffeine boost. The activations succeeded in generating nearly 3,000 new leads for State Farm®. In addition to statistical data confirming the success of the campus tour, feedback from participating parties was extremely positive. Students shared their positive experiences with their peers on-campus and online. The “Get to a Better State Campus Tour” engaged students in personally relevant ways through highly emotive and visceral experiences, ensuring that State Farm® would be at the forefront of their minds when they consider insurance providers post-graduation.Client
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