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. Our objective was to convince basketball fans that State Farm’s surprisingly great rates on home and auto insurance fit their budget.

Every NBA superfan looks forward to seeing their favorite players arriving at the stadium. It’s a chance to see their game faces and what they’re wearing (check the hashtag #tunnelfits). So we surprised fans with a cameo from Jake, complete with a ‘fit styled by NBA celebrity stylist Courtney D. Mays. Then, he sat courtside for the rest of the game.

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, believing that better coverage is beyond them and simply seeking the lowest sticker price. They know State Farm has high quality coverage, and automatically assume that means it will be more expensive. Our work is built to show them that State Farm’s Surprisingly Great Rates actually put better coverage within their reach and are affordable enough to fit within their budget.

The campaign launched December 25, 2021 and will run through the beginning of the 2023 season. The films were distributed across Linear TV, Digital OLV, and social media to primarily people interested in sports (ages 18-44). As a whole, the campaign resulted in ??213K linear impressions and 49M digitally. Additionally, we saw delivery of 226.08 GRPs.

Photoshoot received positive reception among fans, who were excited to see Chris return and the addition of Trae Young to the State Farm Roster. It garnered 898.4k views and 12.5k engagements across Instagram and Twitter.