Making a value appeal to the women’s market

Objective

Illustrate the value of the State Farm agent versus competitors with call centers.

Target

Women in their thirties.

Insight

Better service for the same price is seen as an added value that repositions the competition as impractical when you need them.

Strategy

Make the argument that you don’t always get what you pay for if service is bad.

Execution

Compare and contrast a service that is important to women to show the value of the agent.

Results

One of the most successful commercials of the campaign, it had thousands of views of YouTube and hundreds of positive comments before it was pulled for new work.