Objective

Create a campaign around the phrase “I am so there.”

Target

People too busy to deal with their insurance.

Insight

The only thing busy people want to know about their insurance is that they are covered.

Strategy

Assure busy people that going with State Farm doesn’t necessarily mean going to an agent’s office to keep up with the details of their policy.

Execution

Contrast the simplicity of the State Farm site with the hassle of their busy life.

Results

Successfully defended the State Farm business against the threat of an agency review.