State Farm marries mobile video, location to spark leads
October 21, 2013
State Farm's mobile site
The insurance company’s new “Chaos in Your Town” iAd campaign leverages GPS to pull in a video scene of chaos happening around a consumer’s location. State Farm worked with DDB on the ad.
“The heft of our efforts in mobile has been dedicated to standard acquisition ad units driving users to get a quote and to a lesser extent pre-roll video,” said Joseph Cianciotto, executive creative director at DDB, New York.
“This campaign represents a hybrid approach that both leverages the awareness capabilities of an experiential vehicle with the ability to drive both engagement and acquisition in a way that can be tracked and optimized in real-time,” he said.
When users click on an ad, a video begins that pulls in Google Maps to make the ad more contextual.
Consumers then hold up their mobile devices in place while a scene of robots move across the screen.
As the robots move in closer, the ad’s creative prompts users to either use a force field to fight off the robots or find a State Farm agent.
If a consumer picks the force field option, the robots are automatically zapped.
On the other hand, the agent button triggers a scene where the robots are pulled off of the street with a giant branded magnet.
The mobile video ad in action
At the end of the video, a call-to-action prompts users to click through to get a quote from State Farm. There are also options to share or replay the video.
The “Get a Quote” button brings up State Farm’s mobile site, which includes a click-to-call action that connects consumers with an insurer.
Similar to other insurance companies, the goal is to drive sales leads, and the ad is aimed at giving consumers a few different options to engage with leading up to the ultimate call-to-action prompting a call.
Incorporating both GPS and HTML5 highlights the opportunities that marketers have to create interactive mobile campaigns within Apple’s iAds.
State Farm’s “Chaos in your town” ad builds on a similar campaign in 2011. A Web microsite asked consumers to type in their address that pulled up a Google Street View scene of the robots on a consumer’s block.
State Farm was one of the first advertisers to get on board with Apple’s iAd in 2010 (see story).
State Farm has also used other forms of mobile advertising, including Pandora, in the past to promote different campaigns (see story).
In this case, State Farm and DDB chose to use HTML5 to create a rich experience that is geo-targeted versus the typical app experience of iAds.
Additionally, HTML5 enabled the brand to include a sharing option so that consumers can revisit the ad via a browser after closing the ad.
“Previously State Farm has utilized the iAd platform to serve up video,” Mr. Cianciotto said.
“And while these units have performed very well for us in both tracking and clicks, we had a stronger desire to create a vehicle that specifically spoke to the mobile platform and afforded us the opportunity to optimize more efficiently based upon post engagement behavior,” he said.
Lauren Johnson is associate reporter on Mobile Marketer, New York
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