State Farm’s go-to-market approach was to deliver an exclusively mobile-centric campaign that reinforced the insurance carrier’s message that State Farm protects you WHEREVER YOU ARE and as a vehicle to drive policy quotes and leads through the tap-to-call functionality of mobile devices.

What makes the implementation of this immersive experience uniquely compelling is that it was neither an app nor a Wi-Fi dependent website, rather a fully executable expanded banner experience in-unit, that was fully functional over 3G and 4G mobile connections. And while it exists as a media-rich unit, it is also equally shareable across all major social networks.

In six weeks 600,000 user-generated films were created and over 70 million impressions delivered. From a measurement standpoint the mobile unit tap rate was 62% higher than the standard benchmark set by Apple and time spent was more than 50% longer as well. The mobile banners also had a conversion rate that was ten times that of any other similar messaging banners the brand deployed on desktop during this period. The success of the units has led State Farm to permanently convert the banner experience to a free standing mobile site destination.