Creating the 2019-2020 auto show experience for State Farm provided quite a challenge. Throughout our process, the State Farm account was up for review, which meant strategy was caught in a vacuum as big-name agencies pitched for the business (Spoiler: we won).
Without a defined strategy for auto insurance, we returned to time-tested State Farm brand truths; good neighbor, countless agents, always there to protect your stuff.
But when it came to automobiles specifically, State Farm had a long history of taking the industry lead in fighting for driver safety. The client agreed to focus on this point of distinction and we went to work.
My team explored a few ways into the safety discussion. Among early options which didn't move forward was a gallery of interactive modern art installations created entirely from automobile parts and protective equipment. Touchscreens and motion-tracking sensors would interact with moving parts and GPS systems to tell the State Farm story.
Another proposal was a sprawling track that would challenge attendees to safely navigate radio-controlled cars through a miniaturized State Farm neighborhood. The vehicles would have cameras mounted on them, providing bystanders with dynamic views of our safe driving challenge (and scale-model State Farm billboards, offices and bus shelter ads).
While it would have been amazing, this proposed experience fell victim to a shifting budget.
The idea of a safe driving challenge, however, stuck. It evolved into a more budget-friendly simulator experience that joined a few other interactives to round out the safety-focused State Farm activation space. After a few rounds spent selecting and refining tactics, we arrived at the approved renderings below.
All renderings were worked up by my colleague Matt Bebee, who is a very talented 3D spacial designer and a guy you want on your pub quiz team.
Our anchor experience flipped the script on the expected driving simulator; instead of flooring it to set speed records, drivers would amass points through safe driving.
State Farm had won awards for its app and wished to feature a tech-forward mindset, so the simulator had to be on-point.
A series of regular meetings with our partners at Next Now ensured a perfect process. From scoring and UX, to design of in-game outdoor ads and environments, through to the nuances of the seat, speakers and ensuring the cockpit was ADA compliant,
every detail was considered, discussed, and given the green light.
every detail was considered, discussed, and given the green light.
After a lead-generating tablet registration, attendees could hop behind the wheel. Safe driving was scored on adherence to the speed limit and coming to full stops in all sorts of conditions. The safest drivers were featured on a leaderboard that updated in real time.
The foyer of State Farm headquarters in Bloomington, Illinois features a seat belt wall that tells a visually-engaging story of the State Farm-led push for national seat belt laws.
We commissioned a second installation to tour within our space.
It wouldn't be a State Farm auto show without autograph sessions from local sports heroes. While I pushed for NFL safeties to be our featured talent in each market, I was overruled
for pure star power.
for pure star power.
Super Bowl champion running back Damien Williams was perfect for Kansas City,
gaining the brand some local earned media.
gaining the brand some local earned media.
Branded bag premiums, environmental signage and seating that literally supported
key product messaging rounded out our various footprints.
key product messaging rounded out our various footprints.
