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Reinforcing State Farm’s Brand Relevance Among Asian American Millennials through Key Passion Points
360 BRAND CAMPAIGN
2019
01 / CONTEXT
Asian American Millennials viewed State Farm as a credible but traditional brand that lacked relevance in their highly digitized lifestyles. They carried a common perception that in-person assistance adds little value to the customer's experience regarding auto and home insurance.
The task, therefore, was to leverage State Farm’s “here to help life go right" platform to demonstrate how the distinct value of human service can come to the rescue, driving brand relevance and consideration.
02 / STRATEGY
Asian American Millennials have wrapped their identities around key passion points: e-sports, tech, entertainment and more.
But "Asian" is not a monolith. Within the Asian Millennial segment there are subgroups - East Asian & South Asian - that carry distinct emotional triggers and are motivated by their own unique wants and needs.
Defining and connecting on these passion points was vital to humanizing the State Farm brand and reinforcing relevancy. Featuring real State Farm agents, in lieu of actors, added authenticity to the brand promise.
03 / EXECUTION
“Peaceful Resolution”
Two cosplayers clash on their way to a convention. An agent turns the two “enemies” into friends.
04 / RESULT
2020 BRONZE
