CHAOS IN YOUR TOWN by DDB Chicago for State Farm

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CHAOS IN YOUR TOWN

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Industry Insurance
Media Direct marketing, Case study
Market United States
Agency DDB Chicago
Associate Creative Director Matt Christiansen, Bob Davies
Executive Creative Director Joe Cianciotto
Art Director Rachel Newell
Account Supervisor Alexis Dorenter
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Financial Products & Services Silver

Credits & Description

Type of entry: Product & Service
Category: Financial Products & Services
Advertiser: STATE FARM
Product/Service: INSURANCE
Agency: DDB CHICAGO, USA
Advertiser STATE FARM
Product INSURANCE
Entrant DDB CHICAGO, USA
Type of Entry: Product & Service
Category: Financial Products & Services
Title: CHAOS IN YOUR TOWN
Advertiser/Client: STATE FARM
Product/Service: INSURANCE
Entrant Company: DDB CHICAGO, USA
DM/Advertising Agency: DDB CHICAGO, USA

Chairman: Bob Scarpelli (DDB Chicago)
Chief Creative Officer: Ewan Paterson (DDB Chicago)
Executive Creative Director: Joe Cianciotto (DDB Chicago)
Group Creative Director: Barry Burdiak (DDB Chicago)
Group Creative Director: John Hayes (DDB Chicago)
Creative Director/AD: Adam Glickman (DDB Chicago)
Creative Director/Copywriter: Craig Feigen (DDB Chicago)
Associate Creative Director: Bob Davies (DDB Chicago)
Associate Creative Director: Matt Christiansen (DDB Chicago)
Art Director: Rachel Newell (DDB Chicago)
Director Of Digital Production: Paul Sundue (DDB Chicago)
Executive Producer/Digital: Carly Ferguson (DDB Chicago)
Executive Producer: Scott Kemper (DDB Chicago)
Management Supervisor: Veronica Parker (DDB Chicago)
Account Supervisor: Alexis Dorenter (DDB Chicago)
(B-Reel)
(The Mill)
(Sound Lounge/New York)

Describe the brief from the client
Across the insurance category State Farm offers more discounts to more customers than any other insurer, especially when policyholders choose to consolidate auto, home and life insurance. Currently, the most effective tool to convert leads is the online quote process. However, getting potential policyholders to input their zip code and begin the quote process can be a barrier. Faced with this challenge, we were tasked with developing an initiative that would motivate consumers to start the online quote process and conclude with geo-targeted discounts available within their zip code. This initiative also needed to highlight State Farm’s multi-product-line benefit.



Creative Execution


While over the top, 'State of Chaos' strategically provided a platform to thematically engage the target with a multi-line message that was both entertaining and relevant to them. Going big with this execution enabled the brand to create an experience that overcame the barriers to entry and motivated potential leads to input their home address to engage in this customised cinematic experience, and share it with others. After viewing their creation, consumers were met with the opportunity to obtain their own insurance quote specific to their location and home town.




Describe the creative solution to the brief/objective.



The solution was straightforward in its approach. Create a reason for people to want to input their zip code and engage. With this in mind, the brand launched 'Chaos in Your Town', an interactive experience that allowed users to create a chaos-wreaking, movie blockbuster starring their actual home town via Google Street View and a 30-foot rampaging robot. By typing in their home address, users were treated to a campy short film that follows this mechanical menace as it makes its way down the panoramic streets of their town and its bombastic conclusion at the user’s doorstep, literally.




Describe the results in as much detail as possible.



State of Chaos generated a 19% increase in online initiated quotes, almost doubling the 10% goal set by the brand. Additionally, 48.5% of all people who arrived at Chaosinyourtown.com completed the experience, tripling State Farm’s previous completion rate benchmark. This completion rate translated into the creation of more than 1m personalised films and over 120m user-generated impressions. And within the broader social context, State Of Chaos was mentioned on more than 900 blogs and has continued to generate an incremental 200m additional user-generated impressions with no paid media support to date.