State Farm has a reputation for providing high-quality insurance. And people usually assume that

quality costs more. That means when first-time millennial home and car buyers shop for insurance, many don’t even consider State Farm. So to convince basketball fans that State Farm’s quality coverage is well within their budget, we set out to dispel a few assumptions of our own.

To convince basketball fans to reconsider their assumptions about State Farm’s rates, we set out to dispel an assumption of our own. Think Boban wants just any ring? Think again. We tapped into a real assumption about the Dallas Mavericks star and dispelled it in a humorous way, getting audiences to re-think their preconceived notions about their favorite players and their insurance provider.

With big dreams and a limited amount to spend, Millennials crave validation that they're making smart plays to set themselves up for success. They take being in-the-know very seriously, reading reviews and conducting research before making major purchasing decisions. But when it comes to insurance they often leave value on the table, assuming that better coverage is beyond them and simply opting for the lowest sticker price. They know State Farm has high quality coverage, and automatically assume that means it will be more expensive. Our work shows them that State Farm’s Surprisingly Great Rates actually put better coverage affordably within their reach by letting some of the most influential figures in basketball prove that fan assumptions are not always correct.

Implementation: On Christmas Eve, Boban Marjanovic teased the Photo Rings spot on social channels. Following, the spot was launched across digital platforms with IG, Twitter, and Snapchat promotions, as well as a takeover on NBA.com.

Timeline: The spot launched December 25, 2021 and will run through the beginning of the 2023 season.

Placement: The film was distributed across Linear TV, Digital OLV, and social media

Scale: Photo Shoot saw ?55.5K linear impressions and 9.8M digitally. Additionally we saw a delivery of 61 GRPs.

Rings received positive reception, receiving 117.2K total views and 6.5k engagements across Instagram and Twitter upon launch in December. When we re-launched during March Madness, the context of the moment brought new life to our spot, and we saw an additional 25.0k engagements.