We have been successful in getting these messages to people and in having them associate Chris and Aaron not only with State Farm, but with specific services. What we try to do, and what we have been successful at, is aligning with specific athletes to deliver messages that are about, in these cases, two of our key offerings: Personal service, which lines up beautifully with Chris Paul as an NBA assist leader and what we’ve done with Aaron Rodgers and our Discount Double Check policy. It’s not a situation where you go in and give a really hard retail message. You have to be really thoughtful about what message you are trying to deliver in that environment. What is the challenge of using humor to talk with consumers about serious topics such as buying insurance policies? When you do that over time, people start to look for that story, they want to see the next installment of that story, and that’s a key part of what helps up to break through in that very crowded environment. As a brand, we have spent a lot of time on these campaigns telling what I call 360-degree storytelling campaigns over time, which definitely aids in that brand recall in that space, whether it’s the NBA or NFL. We tell an engaging and entertaining story to break through. We know that there are really passionate fans who are consumers and potential consumers, and we work to connect with them around that passion-point. What we really work hard at is storytelling in that environment. It is no secret that insurance is not necessarily endemic to sports. How do you deal with the challenge of getting your brand and message to stand out in a crowded insurance category and also amidst ads during sports programming? 14 on TNT, to be held in Barclay’s Center in Brooklyn, N.Y.). 18), presents ESPN’s in-season weekly basketball College Game Day Covered By State Farm and is title sponsorship of the NBA’s All-Star Saturday Night (this season scheduled for Feb. 15 on NBC), is title sponsor for the college basketball Champions Classic (Kansas vs. And in a tie-in with Saturday Night Live, Hans (Dana Carvey), Franz (Kevin Nealon) and Super Fans (Robert Smigel and George Wendt) are as real as the messages they convey.Īlthough State Farm has a portfolio of messaging platforms, the Bloomington, Ill.-based insurance firm is a major player in sports and entertainment.Īmong its alliances, State Farm has a deal with Lorne Michaels and Broadway Video Entertainment to support the 40th anniversary of Saturday Night Live (including a three-hour show scheduled for Feb. In the world of State Farm marketing, Jake wears khakis when he’s talking to customers at 3 a.m., NFL quarterback Aaron Rodgers embodies Discount Double Check as much as he does the green-and-gold of the Green Bay Packers and Los Angeles Clippers star Chris Paul both leads the NBA and insurance agents in assists and embodies his faux brother Cliff.
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