State Farm Insurance: A TV Touchpoint That Works
By now, many of us are familiar with State Farm Insurance’s commercial featuring emotional scenarios set to the Jackson 5’s “I’ll Be There.”
The message stands out against commercials that attempt to hammer viewers over the head with products and services or annoy with bouncy jingles. We’ve learned to tune those out, and just wish they would go away.
However, State Farm Insurance breaks through the noise with a simple, classic song, using a series of images featuring people just like us – “helping each other” – receiving care from the “real people” at State Farm.
On many levels, State Farm gets it right with this spot. Emotionally appealing, great soundtrack and a great job showing product benefits – where many financial services marketers hit the wall. From a branding perspective, they nail it. “Like a good neighbor, State Farm is there.”
1) Supporting retention, existing customers are reassured: “If something terrible happens, State Farm will ‘be there’ for me. I’m glad this is my insurance company.”
2) Boosting acquisition, potential customers may find the emotional plea of this commercial irresistible: “Real people, just like me, will take care of me and my family – State Farm is real people. I’m going to call them, or check them out on the web.”
3) And when it comes brand awareness and relevance, all viewers see that State Farm Insurance is for people of all ages, all colors, and provides support across a wide variety of situations: “I’m not planning to switch insurance companies, but if I did, I think this is a ‘human’ company and I would consider State Farm.”
Our only complaints? First, why do they wait to get to the sponsor ‘till the last frames? I don’t think folks are sitting in front of their HDs wondering to themselves who this is… “Let’s wait and see, honey – I wonder what these guys are selling? We might want to buy some…”
Second – and more troubling – is that on the website featured in the spot (the main State Farm site) the brand promise-slash-tagline so powerfully supported by this spot is conspicuous by its absence. No tie-in at all. Why walk away from such a powerfully differentiated position? State Farm could benefit from a little integrated marketing and cross-channel brand strategy help…
What do you think? Does this State Farm Insurance commercial stir your emotions? Or is it just another emotionally touching :90 spot that leaves most viewers wondering what’s being sold?
