Cannes Lions

INSURANCE

TRANSLATION, New York / STATE FARM / 2014

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

State Farm agents have assisting in their blood. This campaign offers irrefutable DNA evidence, chronicling the tale of long-lost twin brothers Chris and Cliff Paul. Despite their different upbringings (and facial hair), they share one invaluable trait. They were both born to assist. Chris was destined to become the ultimate team player. Cliff was destined to lead a life of helping others as a State Farm agent. In each chapter of this fable we explore the Paul family’s uncanny knack for assisting, on and off the court. Story-wise, each spot picks up where the previous one left off, working together episodically to spin one continuous yarn about the nature of the assist.

Execution

Our success with Cliff inspired a footwear line – typically the purview of superstars like, well, Chris Paul – as an unprecedented way to engage fans around insurance.

The brothers posted stories of collaboration, while the “Worn to Assist” spot teased availability of CP3s in Cliff’s signature argyle, available for fans to customize on NIKEiD. Exclusive socks were given to fans that tweeted to win at select Clippers games.

Exclusive argyle infiltrated All-Star Weekend: delighted kids at Chris’ CP3 Foundation event, rewarded top Jam Session attendees, and amplified on-air integrations as Cliff presented shoes to the TNT broadcast team.

Outcome

Our story continues to engage fans regularly, as seen by the launch and success of Cliff’s Instagram channel with over 65k followers to date, and posts often receiving 3,000-5,000 likes. For all social activations this season alone we’ve driven almost 1 billion social impressions.

Performance across the campaign touch points have driven purchase intent among NBA fans, indicated by a 23% digital quote completion rate to date.

Additionally the Jordan partnership has generated engagement through over 78,000 NikeiD shoe designs from State Farm digital units.

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