Young adults don’t think about, care about or talk about insurance and they demand content when, where and how they want it.

We needed to change young adults’ perception from “State Farm is not relevant to me” to “State Farm is an insurance company for me”, drive consumers to nowwhat.com and increase renters’ and auto insurance quotes—all on their terms.

Specific results are confidential but we did make an impact, outperforming expectations including:•Significant increases in State Farm as “a company for me”, intent to purchase, and insurance quote requests from YA•NowWhat.com had 1MM user sessions in the 1st month •500,000 IM disasters sent

We made insurance relevant by re-creating “disaster moments” and delivering them in unexpected ways to capture young adult's attention and make them ask, Now What?Using IMs sent from friends, our message triggered computer disasters. Recipients screens would appear crushed by boulders, engulfed in flames and infested by roaches. Each victim was then linked to nowwhat.com. Additionally, we created a consumer generated video contest and developed a rich-media technology that made 2D objects appear 3D.

We punctured our target’s indifference and changed their perception of State Farm by implementing three never-been-done-before strategies.

Instant messenger is the primary means of communication among young adults so we created an innovative way to advertise using Instant Messenger. We developed a user generated video contest where consumers could enter their personal Now What moments via cell-phone.We developed a new rich-media technology that makes objects on web sites appear more realistic.