The “Now What?” campaign is unbranded, because State Farm was not an accepted brand among the audience it needed to attract and educate: young adults 18-24. The campaign is humorous, mysterious, and challenging to rouse their curiosity and interest, because young adults don’t think they will ever need insurance. The campaign compels the audience to do one simple thing: visit a website, because that’s the environment where they are most comfortable learning more. The website gives them simple answers to their questions and begins a relationship with State Farm Auto and Renters insurance, in an entertaining, easy to navigate format.

State Farm ambushed the young adult target in places they frequented in August 2005, launching in multiple channels simultaneously. Guerilla out-of-home displays placed vandalized cars, burned out TVs, and towed cars in areas that were highly trafficked by young adults. Street teams connected with the target at local music events and college campuses, distributing “Now What?” merchandise and prizes to drive more web visits. TV and radio spots told the stories of twenty-somethings in humorous insurance moments, such as an improperly installed air conditioner falling on a consumer’s car. And online animated advertising let consumers click right into the site.