STATE FARM / CASE STUDY / BY LUCY AITKEN

Issue 30, 23 March 2012

The brand next door / The 90-year-old stalwart of the US insurance industry, State Farm, has traditionally adopted a gently paternalistic approach in its communications, offering a helping hand with everyday challenges like moving house and road safety. Its brand promise, 'Like a Good Neighbor, State Farm is There,' permeates the company, manifesting itself in an impressive spectrum of activity, from its annual $60m investment in CSR initiatives to launching a coffee shop in Chicago to help empower people with free financial advice. Well established with older customers, America's largest local company is now contemporising its brand, targeting a younger crowd with apps, online tools and edgier advertising. Can this massive and mutual company be both helpful and hip?