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Transcript of State Farm
2013 PARTNERSHIP OPPORTUNITIES
!• State Farm’s Objec<ves !• The Weather Company !• Partnership Opportuni<es
• Always On o Educate (Seasonal), Act (Weather-‐Triggered) & Empower (Severe Weather
Triggered) • State of the Storm o Custom On-‐Air Promercials o iWitness Redesign with UGC Map IntegraFon o Promoted Tweets o Mobile Hurricane Central
• Hyperlocal !• Next Steps
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What We’ll Cover
STATE FARM’S OBJECTIVES
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State Farm’s Objec<ves
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!Increase Auto Policies across Target segments
!Create an ownable, mul<-‐year plaSorm with social extensions that demonstrates both engagement and conversion
!Create a cross plaSorm program that brings to life the “Get to a BeWer State” brand idea
THE WEATHER COMPANY
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We provide consumers with immediate, locally relevant informa<on that helps them
plan their lives and manage the unpredictable. Whether it’s the 5-‐day forecast, inspira<on for a scenic drive or <ps on how to stay safe during severe weather, our
consumers come to us engaged and ready to take ac<on because they trust our brand and count on us to help them them to a beWer
state.6
THE WORLD’S BEST WEATHER
#1 MOST DISTRIBUTED Cable Network* !
91% are car owners** !15% more likely to have home
insurance**
100M+ App Downloads* #2 All Time Most Downloaded iPad App**
47.2M Unduplicated Monthly Uniques***
94% are car owners****
61.6M Unduplicated Monthly Uniques (weather.com + wunderground)* !
92% are car owners** !14% more likely to have home
insurance**
TV
DIRECT CONSUMER ONLINE & APPS
B 2 B 2 C
B 2 B
GOV’T PRODUCTS
163M+ UNDUPLICATED CONSUMERS*
*Magid, Q3'12
*Nielsen, October 2012. **MRI Doublebase, Viewers in the last 7 days.
*comScore, Oct 2012 **weather.com – Comscore Plan Metrix , July2012
*Various app stores **App Store Rewind, 2011 ***Omniture Site Catalyst, August 2012. TWC Mobile & wunderground ****Mobile -‐ Comscore comScore Plan Metrix Mobile Consumer Target Profile July 2012
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Pre-‐planned Real-‐<me
Na<onal Hyper-‐local
Product-‐driven Customer-‐driven
Desktop Mobile
1 to many Many to many (social)
Marke<ng Trends
Chicago high temp vs normal
2011# Billion Dollar U.S. Weather Disasters 1980-‐2012
75% higher rain than normal in Chicago but came in spikes
2011 daily avg
Abnormal is the new “normal”
PARTNERSHIP OPPORTUNITIES
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Weather forecast & climate trends
Location-specific information
Seasonality
TWC LOGIC
!RIGHT MESSAGE !to the !RIGHT CONSUMER
Mocks for illustrative purposes only. Subject to change
Patented ADaptor™ Technology
!A turn-‐key, dynamic messaging pla`orm !!Enables State Farm to have a relevant dialogue with consumers 365 days a year
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CROSS PLATFORMAlways On
PREPARE ACT EMPOWER! Seasonally appropriate ! Helps consumers plan and prepare
! Triggered by specific weather events (rain, sun, etc.)
! Helps consumers take acFon
! Triggered by Severe Weather ! Keeps consumers safe and helps them recover loss
Mocks for illustraFve purposes only. Subject to change
HOW IT WORKSAlways On
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Regions Weather
NE, SE, SC, CN, EC
Relevant condiFons are established for each product and delivered throughout the campaign
Auto
Homeowners
Renters
Condo Owners
Farm and Ranch
Life
Health
Flood
BusinessEvents
NE, SE, SC, CN, EC
CN, EC, SE, SC, WC
EFirst snow, Black Ice, Winter driving condiFons
Rain, Flood, Tornado, Thunder, Wind, Hail, Severe
Severe, Hurricane, Tornado
Flood, Extreme Cold
NE, CN, SC, SE, EC Rain, Flood, Tropical
N, SE, SC, CN,
NE, SE, SC, CN, EC
NE, SE, SC, CN, EC
NE, SE, SC, CN, EC
Tornado, Hail, Thunder, Wind, Tropical
Rain, Flood, Tornado, Thunder, Wind, Hail, Severe
Rain, Flood, Tornado, Thunder, Wind, Hail, Severe
Rain, Flood, Tornado, Thunder, Wind, Hail, Severe
Rain, Flood, Tornado, Thunder, Wind, Hail, Severe
Always OnOCTOBER EXAMPLE
RainThunderstorm1,336MM impressions
5,650MM impressions
Hail175MM impressions
Severe 800M ImpressionsWinter Tornado Hurricane Wind
Always OnIMPRESSION SCALE-‐YEARLY TOTALS
Prepare (Seasonal), Act (Wx Triggered) & Empower (Severe Wx Triggered) messaging on a potenFal day in July
Always On
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Prepare (Seasonal)
Act (Wx Triggered)
Empower (Severe Wx Triggered)
Mocks for illustraFve purposes only. Subject to change
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Always OnCABLE
!:15 or :30 Commercial
Tag 2 (:05)-‐ Airs AFTER the commercial
Tag 1 (:10)-‐ Airs BEFORE the commercial
SEQUENCE: :10 tag, :15/:30 Commercial, :05 tag
:05 Voiceover: “Rain expected in your area. Stay tuned for safe driving 7ps”
:05 Voiceover: “Visit StateFarm.com for more 7ps on how to Get to a Be@er State”
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STATE OF THE STORM
A custom, cross pla`orm experience that combines live severe weather coverage and user generated content to disFnguish the State Farm brand and help consumers plan, prepare and take acFon in the
face of the storm.
State of the StormCABLE
HOW IT WORKS • TWC & State Farm will create 4 seasonally relevant
promericals (Ex. Hurricane, Winter Weather, Tornado, Severe)
• In addiFon to the two pre-‐landfall hurricane packages, State Farm will receive the following in 2013:
• 1 Hurricane Landfall Package (6 airings with commercial adjacency, Billboard & LDL)
• 1 Hurricane Post Landfall (15 airings with commercial adjacency, Billboard & LDL)
• 4 Severe Weather/Storm Packages (8-‐15 airings with commercial adjacency, Billboard & LDL)
• Promercials air adjacent to live severe weather coverage and include a custom announcer open & close
• Includes branded LDL during live coverage • Severe Weather/Storm events will be dictated by a
meteorological raFng of 2.5 or higher (out of 4) on TWC’s NaFonal Weather Impact Report or when we issue a name for a Winter Storm
• PotenFal opportunity to film promercial inside TWC’s news room to reinforce State Farm’s experFse in keeping consumers safe
• Opportunity to leverage promercial in media creaFve and outside TWC
For discussion purposes. Subject to change. If severe weather does not occur, the units will be re-‐expressed. 18
•
Tag 2 (:05)-‐ Airs AFTER the commercial
Tag 1 (:05)-‐ Airs adjacent to State Farm customized Billboard coming out of live programming severe weather coverage
:05 Voiceover: “State of the Storm update for Winter Storm Helen is brought to you by State Farm”
:05 Voiceover: “Visit Statefarm.com for addi7onal 7ps and to make sure you are protected”
State of the StormCABLE
State of the Storm custom promercials posiFon the State Farm brand as a severe weather authority and air adjacent to live coverage for maximum impact
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For discussion purposes. Subject to change.
:20 Custom Vignele
State of the StormDIGITAL
On web and mobile, high-‐impact rich media units are
triggered by severe weather and can showcase State
Farm’s promercials
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For discussion purposes. Subject to change.
State of the StormIWITNESS REDESIGN
For discussion purposes. Subject to change. 21
An ownable, social experience that encourages consumers to par<cipate in telling the weather story !• Available in Q3 2013 !• Creates a social community of “Weather Journalists”
and enables users to interact !• Enables users to contribute video, photos & text-‐
based informaFon from any device !• Content will be surfaced on all TWC pla`orms to
encourage discovery !• New interacFve map feature encourages users to
upload video/images of current weather condiFons to be displayed on map
Potential opportunities !• State of the Storm UGC photos
and/or videos featured across platforms
• Co-branded units and on-air mentions encouraging user participation
For discussion purposes. Subject to change.
Opportunity for discussion purposes, subject to change. Mock for illustrative purposes.
NOTE: Image won’t be exposed until user clicks on the Expand link
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PROMOTED TWEETS
All Twiler usersAll Screens
Markets for State Farm
State Farm Target Interests
Tweeted severe Weather photo
@weatherchannel can tweet severe weather images/photos Promoted by State Farm
HOW IT WORKS
On 10/29, the “Sandy Superslams East” slideshow received nearly 120M pageviews–more than the weather.com homepage. (TWC
Internal ReporFng)
See When Sandy will hit the East Coast
@weatherchannel
Promoted by State Farm
3:14 PM – 28 Oct Details Flag media
Photo Tweets receive 4-‐5x MORE engagement than any other type of expandable Tweets on Twiler (video/
arFcles). (Twiler)
State of the Storm
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MOBILE HURICANE CENTRAL
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Insight: Severe weather causes power outages which can make consumers more reliant on their mobile phones for life saving informaFon !During Hurricane Sandy, TWC Mobile & Tablet apps hit a new record high with over 110 MILLION page views in a single day (ComScore)
+Video/News
ContentSafety &
PreparednessInteractive Hurricane Tracker
State Farm will be front and center as consumers look for informa<on on how to prepare and stay safe as the hurricane is occurring • Tropical cyclone information to keep you ahead of the storm • Track the storm and its projected path, stay informed on watches and warnings, find
preparedness tips to stay safe • Perspective from the tropical experts at The Weather Channel • Video usage skyrockets the week leading up to a landfall and during landfall
PRODUCT CAPABILITIES
State of the Storm
HYPERLOCAL
Leveraging our massive, cross-platform scale and industry leading location based targeting, we’ll surround loyal consumers before, during and after State Farm sponsored events to build excitement and increase consideration for State Farm products and services
Hyperlocal
Celebrate My Drive September
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Na<onal Teen Driving Safety Week October
MLB April-‐October
NFL September-‐January
NCAA November
MOBILE & TABLET On the day of the event, we’ll target users within a predefined radius of the event loca<on, leveraging geo-‐fencing and zip code targe<ng For example, ads will target users who are checking the weather on their mobile devices within 75 miles of the event venue !WEB, MOBILE & TABLET Leading up to and on the day of, we’ll geo-‐target users in the surrounding DMAs !We’ll also leverage behavioral targe<ng to reach audience segments such as Baseball Enthusiasts and Sports Buffs
Opportunity for discussion purposes, subject to change. Mocks for illustraFve purposes.
Hyperlocal
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Next Steps
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