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Keith Henneman/Brian Morris/Rob Robinson, art directors
Deb Pahl, writer
Jason Koerner, creative director
Rick Korzeniowski, group creative director
Kristen Livesay/Alex Menocal/John Nelson, project managers
Tribal DDB Chicago, project design and development/ad agency

"Ever wonder what the right thing to do is after a break-in, how much your stuff is worth or how to save money on car insurance? This simple tool helps consumers navigate the complex world of insurance." —juror Diane Andolsek

"Somewhat humorous scenarios take the starch out of the whats and whys of insurance policy review." —juror Paula Willard

Overview: The online companion to an innovative State Farm campaign couches valuable insights about insurance in humorous, real-world scenarios. Complete with tools that explain different types of coverage and how much they cost, the site offers friendly demystification of an often daunting subject.

• 12 total SWF files
• 160K average download size for main sections
• Integrated campaign involving 6 agencies
• 10-person team, 2-month development time

Comments by Jason Koerner: 
"It came as a complete surprise to our creative team, but apparently young adults aren't inherently interested in insurance. Their preference is to remain in a cocoon of ignorance: 'If nothing bad has happened to me, then nothing bad will happen to me.' Given this insight, we realized that this target would respond strongly to seeing how the unexpected things that happen all the time in life could actually happen in their life and that it only takes a single 'Now what?' moment to trigger an insurance need.

"We also wanted to provide young adults a fun way to learn about auto and renter's insurance that took into consideration varying levels of interest, so we used simple techniques like flat architecture and short, engaging content. After engaging visitors with a powerful, yet not too stylized, Now what? moment at the beginning of the site experience, we maintained interest by continuing the theme throughout the site and creating a variety of easy-to-relate-to moments. In keeping with the playfulness and interactivity of the site, we added several Flash tools that visitors can use to learn more about how insurance applies directly to their situation.

"And the really nice thing about the content? Since none of the pieces rely on a prescriptive user flow, whether someone spends twenty seconds or twenty minutes on the site, they will have learned something on the way."


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