CHALLENGE
As the largest P&C insurance company in the U.S., State Farm has high awareness and consideration. However competitors are closing the gap aggressively. State Farm needs to reinforce its brand distinction and value, and engage the fast-growing Asian American consumers with a refreshing approach.
BUSINESS OBJECTIVE
Drive brand consideration and action
TARGET AUDIENCE & INSIGHT
Asian Millennials. Asian Millennials lead a bilingual and bicultural lifestyle, and are savvy early adopters of technology. With elevated cultural confidence, they also seek truthful portrayals of them in media.
STRATEGY & SOLUTION
Our goal is to reinforce State Farm’s leader position in the Asian market through the lens of empathy which separates it from the competition. As an integral part of State Farm’s Here to help life go right brand platform, our campaign ideas capture Asian Americans’ tech savvy lifestyle and unique family dynamics, and focus on their moments of life when things don’t go right, State Farm agents are always there to help. Yes, agents featured in our campaigns are real State Farm agents, not actors.
