To respect and refresh State Farm’s established style, our Creative Strategy will encompass the following elements to deliver all messaging: • We will connect the perception of value with State Farm Agents by positioning them as time savers. • We will remain effective and relevant to Young Adults by creating executions that are artful, visually arresting and on their terms. • We will increase retention and pass-along rates by adding value beyond the medium itself using take-aways. • We will always portray Agents as trusted, helpful and knowledgeable. • We will create executions that are cross-cultural, respecting the assimmilation of our Hispanic market. • We will maintain the substantiality of our message by placing the Feel Free logo in a three dimensional environment and reflect the Feel Free moment by having a wisp move fluidly through the logo.
With these elements combined with the previously presented guides, we are confident that our executions will maximize effectiveness for both the messaging of the Feel Free campaign and its successful reception.
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