State Farm kicked off the NFL season on Amazon’s Thursday Night Football with a co-branded spot with Amazon. The “Vegas Can Change a Man” effort stars Heisman Trophy winner Fernando Mendoza alongside Jake from State Farm as he begins a new chapter in Las Vegas. The spot is the latest extension of the brand’s work with the Amazon ecosystem and builds on State Farm’s strategy this season to pair creative with a mix of established football names and emerging talent. Brand Innovators caught up with Kristyn Cook, chief agency, sales and marketing officer at State Farm, to discuss the fall campaign. What is the strategy behind this campaign? For us, this season is about showing what it means for coverage to be personal. No two customers are exactly alike, and everyone’s coverage needs are unique to them. We’re bringing that idea to life through hyper-personalized storytelling, talent and experiences across our full campaign. Fernando Mendoza is a good example. He’s entering a new chapter in Las Vegas with the Raiders and the creative is designed to reinforce a simple idea: as life changes, your coverage should change too. Each story is different, but they all connect back to the same belief that insurance shouldn’t be one-size-fits-all. It should reflect the person behind the policy. Why are you expanding your presence across the Amazon ecosystem? We’re building an ecosystem beyond Amazon’s sports presence, with Thursday Night Football as a starting point. Our spot will run during football games, we’re partnering with TNF talent and we’re exploring the targeting capabilities available across the Amazon platform to reach consumers with helpful and relevant State Farm content. It’s about tapping into the mass-scale and cultural relevance of the NFL on Amazon to create smarter, more connected ways to reach fans with the right message at the right time. And we see opportunities to build on that across other sports as well. Why is the NFL season so important to your brand? Football is one of the few places that really brings everyone together. People across all demographics, ages, and backgrounds are tuning in, and they’re incredibly passionate about what they’re watching. For us, that creates a huge opportunity to reach a lot of people during a moment they’re already paying attention and invested. That combination of scale, reach and engagement is what makes football such an important platform for State Farm.
Curated by Taleb Kabbara · Source: brand-innovators.com