“I’ll Be There” – State Farm
ByState Farm launched a great campaign this month in reflection of the season of thankfulness. Why not spend time thanking others for being there – State Farm offered a great way for consumers to do this, and it plays along really well with their tag line of “Like a good neighbor, State Farm is there.” They really play well with relating their tag line to the consumers.
I believe this ad really adds relevance to the consumer, and the song choice is really important (especially in this particular video) – I’ll Be There by Jackson Five.
I think there are very few companies who can do this well – and I applaud State Farm for their efforts. They are giving consumers the opportunity to send a thank you note to others thanking them to be there. The commercial doesn’t focus on anything about State Farm, just on others doing good deeds, and then at the end it offers their tag line. What is your input on companies utilizing holidays to help with their brand image?
Way to go, State Farm!
5 Comments
November 27th, 2009 at 10:48 am
You made a good point that this campaign is effective because it coincides with State Farms tag line of “Like a Good neighbor State Farm is there.” It makes it easier for the consumer to believe the messages in a responsible advertisement if all aspects of the company exemplify it also. State Farm has always stuck on the motto that they are always their for there customers…just like a good neighbor is.
When companies decide to send a socially responsible message to consumers, like many are these days, it is important that the responsibility is evident across all aspects of the company in order for the message to make an impact on consumers.
What Im trying to say is…Remember when 7up had the tag line “Make 7up yours” …well how serious would you take a socially responsible message coming from that company at the same time…I know I would take it with a grain of salt.
November 29th, 2009 at 10:05 pm
I always love watching new commercials during the holiday season too, especially around Thanksgiving. The holiday commercial season brings a bevy of feel-good, nostalgic, and sentimental TV spots.
Although this commercial has been running since May (I believe it premiered on the final American Idol episode), it fits in perfectly with the Thanksgiving spirit with its messages of people helping people. It’s common knowledge that State Farm has adopted the tag “like a good neighbor, State Farm is there” for the long-run. This DDB Chicago “Being There” campaign fits in perfectly with their brand image with the message, “nothing is more important than being there.”
I think the Jackson 5 song featuring the vocals of a young Michael Jackson is just the music needed to illicit positive emotions within the consumer. Some bloggers, however, feel that the commercial use of Michael Jackson’s vocals is too soon, commenting that State Farm is capitalizing on the opportunity of a tragic death.
State Farm and Universal Music Enterprises, however, have a different opinion: “The powerful and evocative ‘I’ll Be There’ lyrics coupled with the commercial’s images perfectly illustrate the theme of our Being There campaign, and the response has been overwhelmingly positive,” said Mark Gibson, State Farm assistant vice president-advertising. “The 70′s pop anthem has created an emotional resonance, not only with those who remember it nostalgically, but also with a whole new generation.” (quoted from State Farm Press Release, http://www.statefarm.com/about/media/media_releases/20090618.asp ). State Farm and Universal Records have actually collaborated to release a full version of the advertisement’s special mix of the Jackson 5 hit, available on iTunes.
December 6th, 2009 at 4:59 pm
Wow, I have goosebumps. This is incredibly touching.
Not only does it fit their brand image perfectly like you said, Mallorie, but it also creates an extreme affective involvement with consumers. Personally, I don’t give a second glance at insurance commercials, simply because they’re not relevant to me and I’m not in the target market, but this ad made me seek out information about State Farm and check out their thanksforbeingthere.com website.
Unlike some of the other recent insurance ads that have worked hard to reach the attention of consumers across age groups (I’m thinking of the Traverler’s dog bone and Progressive ads) State Farm is also furthering a simple and socially responsible message: being there for those you love.
Great job at spreading the message State Farm and creating effective felt involvement with your consumers!
December 6th, 2009 at 5:09 pm
Allie, you pose a great argument to the use of “social responsible” messages for companies. It’d be interesting to find out what percentage of companies not only have great social responsible messages, but that it actually relates to the whole company vision.
Mallorie introduces an interesting perspective. Was it responsible of them to use the Jackson 5 song so soon after his death – or continue to use it? But then again, if the ad has been around since May (before he died) maybe it’s okay. Though I do really believe this was one of the best song choices for this particular segment.
Kelly, you also serve a great notion. State Farm is doing a great job reaching out to those that aren’t necessarily in the target market for their product/service, but you still noticed them because it’s novel.
January 1st, 2010 at 5:24 pm
Yes, it’s a great commercial. Unfortunately, it has very little to do with State Farm’s track record. It takes a lot of gall to evoke the images of Hurricane Katrina, when SF was indicted for racketeering for coercing insurance adjusters into falsifying reports to deny claims. The racketeering charges were dropped, but they settled out of court with a percentage of claimants, with more to come. Dry your tears, folks.