Brief: The communication objective for State Farm's Frozen Pipes campaign was to inform consumers on the causes of frozen pipes and the precautions to take to prevent frozen pipes. The ads were geo-targeted to State Farm current and perspective policyholders in the Southwest.Solution: In order to maximise the impact of the Frozen Pipes message, the TDDB team worked with technology vendor "Eyeblaster" to create a 2 DHTML "commercials" which ran over the user's page on weather.com. The use of humorous creative presented with the bold "take-over" effect resulted in an amazing click-through rate of 6%.