"Now what? another ad that doesn't interest me?"
That's what the youth market told us. So we avoided doing traditional advertising. We created an interactive website where we could meet them on their terms. nowwhat.com.
nowwhat.com was a website they could interact with and learn about insurance in a fun and interesting way. There was no traditional advertising. Just non-branded print, television and radio advertising that directed them to the website. It changed the perception of State Farm and had a 17% increase in sales.