State Farm Unveils New Tagline, Campaign

State Farm will always be a good neighbor, even though it's moving to a new tagline. Beginning June 2, the Bloomington, Ill.-based insurance company will use "Here to Help Life Go Right" as part of a marketing reframe that was initiated late last year. In a 60-second anthem spot, a boy's voice asks, "What if we woke up one day and everything just stopped going wrong?" The video shows potential accidents like a tornado and a child bicycling through a busy traffic intersection, and then moves on to feature life milestones like college, first cars, babies and birthdays. "In a world where things stop going wrong, where would State Farm be? Right here," the boy says as a State Farm outpost and an agent are pictured. The campaign is designed to broaden State Farm's message as a reflection of the company's greater breadth of services—State Farm can also help people reach objectives in life that aren't tied to tragedy, for example, according to Rand Harbert, chief agency, sales and marketing officer at 94-year-old State Farm. "We thought it was time to hit the refresh button in a category that's got a lot of clutter today—everyone seems to be talking to the consumer in the same way," said Mr. Harbert. He noted that while the new tagline will roll out across the brand's marketing, State Farm will still use its underlying message of "Like a Good Neighbor," which has been part of the brand since 1971. "We're not walking away from it," he said. Marketing experts have noted that its more than 18,000 insurance agents give State Farm an edge over the competition and that such an asset should be highlighted in all marketing efforts. The "Get to a Better State," tagline, which was introduced five years ago as part of a refresh, will be retired. State Farm, which has been a sponsor of the NBA since 2010, also intends to continue to incorporate athletes such as Chris Paul and Aaron Rodgers in its messaging. The anthem spot, which will run during the NBA Finals, will also air in a 30-second version. A total of eight spots will roll out by the end of summer, with additional commercials through the end of the year. The campaign will be a fully-integrated digital effort. DDB Chicago developed the new tagline and campaign, after winning an ideas pitch in December. The Omnicom-owned agency has been working consistently with State Farm for 76 years, noted John Maxham, chief creative officer of DDB Chicago. "They've been doing a lot of the things they're now wanting to talk about, but this is really the time they wanted to define themselves as more than just an insurance provider—more of a life solutions company," he said. "The part of the life story not being told is that there's a lot of really good stuff that happens in life and you can make more of that good stuff happen with proactive planning." Along with DDB, State Farm worked with Translation, Alma, InterTrend, FCB, MXM and the Marketing Arm, in addition to OMD, Resolution and Optimum Sports. State Farm's in-house creative department was also involved. Though Mr. Harbert declined to specify a budget for the new push, he noted that spending is "aggressive." Last year, State Farm spent $597.5 million on measured media in the U.S., according to Kantar Media. As insurance rates rise and younger consumers search out more digital and budget-friendly options, traditional insurers are scrambling to improve their messaging. Many are hoping to communicate that their brands represent more than just assistance in times of strife. Last month, Allstate rolled out a refresh of its existing tagline, opting for "It's Good to Be in Good Hands" and is featuring young comedians like Workaholic's Adam DeVine. Similarly, Nationwide plans to unveil a campaign from its new lead agency Ogilvy later this year.

State Farm Unveils New Tagline, Campaign

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