The company plans to be "aggressive" with the new campaign, which will include online, direct mail and other advertising platforms, in addition to TV commercials.
Ward said State Farm remains an insurance company, and that the "good neighbor" slogan may find its way back into a starring role in future campaigns. State Farm just wants customers to call with some good news once in a while too.
Twitter RobertChannick. Skip to content. In a major rebranding, State Farm has unveiled a new ad campaign that shifts focus from insurance against accidents to financial planning. One ad features a boy on a bike miraculously weaving through traffic. Necessary 0 Marketing 0 Analytics 0 Preferences 0 Unclassified 0. Necessary cookies help make a website usable by enabling basic functions like page navigation and access to secure areas of the website.
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Unclassified cookies are cookies that we are in the process of classifying, together with the providers of individual cookies. As beckoned, Harbert and his team decided they needed to do more with Jake.
Indeed, advertising insurance poses a heady challenge. Insurance is an intangible product that few consumers crave, like an Apple smartphone or shoes from Nike.
And yet, the business is growing quite competitive: upstarts in the field, like Lemonade and SoFi, try to tempt consumers with the suggestion of better better rates obtained with digital techniques. Farmers Insurance relies on the talents of J. Geico finds new ways every year to tell potential customers it can get them better prices after just a minute call. To stand apart, says Craig Miller, who leads creative on the State Farm account for its agency, The Marketing Arm, the company wanted to focus on developing a figure who would have special appeal to younger consumers.
Armed with the knowledge that viewers responded to the first Jake commercial, State Farm set about trying to build something larger. We thought this was a perfect opportunity to bring him back. Rather than use the State Farm employee who had originated the role, however, the company opted to find a new Jake — a process that took weeks of deliberation. The guy-on-the-phone concept came from DDB, a large agency specializing in big campaigns that, like Marketing Arm, is owned by Omnicom Group.
But the smaller ad company had for years been working for State Farm behind the scenes, doing things like developing relationships with influencers and artists, and weaving State Farm into TV shows and films. Those skills are fast becoming as equally prized as the ability to create traditional ads. The key has been to show Jake connecting with young consumers by offering them rates tailored to their specific situations. Jake has more appeal these days than some big celebrities. Jake, according to the index, is also seen as more breakthrough than Stephen Colbert, Elizabeth Banks or Ciara.
He thinks back to moments when he was able to be a resource for family and friends.
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