Grand Ex (overall “Best in Show”) in the Event Marketer Ex Awards
Ex Award (first place) in the Event Marketer Ex Awards (Best Cause/Community Program)Gold (first place) Chief Marketer Pro Awards (Best Cause-Based Campaign)
Bronze (third place) in the ANA Reggie Awards (Purpose Campaign)
The groundbreaking Neighborhood of Good program was established by State Farm to allow good neighbors across America an easy pathway to volunteering within their community. In 2017, the program got underway in earnest, with experiential marketing called upon to act as the bedrock of the program.
Major music festivals were a massive opportunity to come alongside like-minded individuals, demonstrate the various ways they could help and get them involved in small, engaging ways.
Our festival structure invited music fans in and provided a relevant and breathtaking way to engage with the various causes that can be helped through Neighborhood of Good.
Major music festivals were a massive opportunity to come alongside like-minded individuals, demonstrate the various ways they could help and get them involved in small, engaging ways.
Our festival structure invited music fans in and provided a relevant and breathtaking way to engage with the various causes that can be helped through Neighborhood of Good.
International artists were commissioned to illustrate rock-style posters, which were displayed along the right-hand wall as you entered the space. Each poster highlighted 1 of 7 different causes, from homelessness to education to environmental issues.
Pre-programmed tablets were handed out to visitors. Through augmented reality, tablets animated each poster, bringing the featured cause to life with statistics about those who need help and how that help could be provided by willing volunteers.
State Farm donated a portion of its space to a rotating guest list of local charities, so visitors could learn a little about an organization and jump right into a microvolunteering project, getting a taste of how good it feels to give a little time.
A stage at the back of the State Farm space allowed partner artists to put on a show for an intimate audience of lucky music fans. Artists combined their performance with a discussion of the causes that meant the most to them.
Good Neighbor Day on September 28 provided a perfect opportunity for State Farm to raise awareness of and get people involved in Neighborhood of Good. Media buys and experiential activations across America did powerful work for the "Good Neighbor" brand.
Long-time celebrity partner Anthony Anderson kicked the day off with a meaningful spokesperson appearance on Good Morning America.
Long-time celebrity partner Anthony Anderson kicked the day off with a meaningful spokesperson appearance on Good Morning America.
State Farm then hit the streets for Good Neighbor Day, activating in community festivals within 7 major markets.
Signage and interactive touchscreens educated guests about Neighborhood of Good and partner causes, and allowed guests to sign up for additional volunteer efforts personalized by their causal passions and ZIP code.
Guests were then invited to join in a microvolunteering project custom-built to assist local partner charities. Everyone could pitch in to strengthen their community.
Throughout the year, Good Neighbor Crews across the nation invited Americans to do their part in a wide variety of neighborhood-improving activities.
State Farm allowed us to go big, and the impact was profound.
