New Ad Campaign Launches From the Intersection of Needs and Wants

BLOOMINGTON, Ill., March 14 /PRNewswire/ -- Being "there" for its customers has kept State Farm at the top of list of the nation's insurers since 1942 for auto and 1962 for fire. It's new "Intersections" advertising campaign defines that leadership position by the many different ways the company's products, services and agents are there for consumers. "I'm there," is the slogan for the consumer-centric, contemporary campaign that will be executed across all markets and include a significantly increased marketplace presence and new platforms. The campaign tips off on TV this weekend followed by a full-page ad in USA Today on Monday and some experiential activations in major markets during the week.

"People will see an increased State Farm presence in the marketplace," said Mark Gibson, State Farm Assistant Vice President - Advertising. "Our presence will dominate like the leader we are, and have been since 1942."

The campaign is based on extensive consumer research and will allow the company to go broad and deep to showcase how its products and services can help consumers no matter what life intersection they find themselves. The new campaign uniquely articulates and elevates the State Farm value proposition in a more contemporary and relevant way. It gives fresh meaning to the idea of State Farm being there for its customers, by placing the company squarely in the intersection of what consumers need -- great rates/savings -- and what they want -- quality service and the right coverage. It transforms State Farm's "there-ness" from a term primarily relevant at the moment of need (filing a claim) to one that's more universal, a moment of want (shopping/purchase). The ads focus on State Farm being able to save you money without compromising coverage, service or convenience, in addition to highlighting the company's second to none agency and catastrophe services.

Intersections launches March 16, selection Sunday for the NCAA's(R) national men's basketball tournament. The campaign will feature traditional broadcast, print, and direct mail components as well as unique on-site activations and guerilla and viral efforts. While many of the new and more unique facets of the campaign will be first executed in the Final Four tournament cities of San Antonio (Men's) and Tampa (Women's), it will continue to evolve and be activated as the campaign unfolds.

"Selection Sunday is the start of NCAA March Madness(R), which is one of our biggest sponsorship events and a great tip-off point for us," Gibson said. "As an official corporate partner of the NCAA, we find it's at the intersection of our need to meet customers where they are our desire to maximize one of our biggest sponsorship opportunities of the year."

New creative has been developed for all platforms. Among the most visible will be three new general market TV ads and digital portal homepage takeovers. The cornerstone 30-second spot is titled "Anthem" and features customers at the intersections of important life events. It was developed by State Farm's agency of record since 1939, DDB Chicago. The new campaign also spans all multi-cultural segments. Joining DDB Chicago on the State Farm creative team are Sanders\Wingo (African American), Alma DDB (Hispanic), and interTrend Communications (Asian).

About State Farm:

State Farm(R) insures more cars and homes than any other insurer in the U.S., the leading insurer of watercraft and is also a leading insurer in Canada. State Farm's 17,000 agents and 68,000 employees serve over 76 million auto, fire, life and health policies in the United States and Canada, and more than 1.7 million bank accounts. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 31 on the Fortune 500 list of largest companies. For more information, please visit statefarm.com(R) or in Canada statefarm.ca(R).