CHICAGO State Farm will break a campaign this weekend that stars real insurance agents relating true incidents of how they helped policyholders when they were most needed.
The effort, “True Stories,” includes general market TV spots via DDB in Chicago, and multicultural spots from DRM/DDB (Hispanic), Spike/DDB (African American) and interTrend Communications (Asian). Draft handled direct marketing efforts.
“True Stories” will launch Saturday during the World Series on Fox, then will air on network and cable for the remainder of 2004 and throughout 2005.
The company said the goal of the campaign is to “acknowledge while all auto insurers compete on price, no company can match the service provided by State Farm’s dedicated, professional agency and claims forces.”
“We wanted to show those consumers shopping for a better value on car insurance what it feels like to be taken care of by State Farm,” Mark Gibson, assistant vp, advertising, said in a statement.
—Brandweek staff report
State Farm Spots Tell 'True Stories'
