John Kistner / Remote Freelance Advertising Copywriter & Creative Director

John Kistner / Remote Freelance Advertising Copywriter & Creative Director

State Farm

Interesting story.

As a freelancer, I was pulled in to help DDB concept and write some DRTV scripts for State Farm. The brief emphasized how you could save up to 40% with State Farm. When I asked how do people save that much, the account person told me it was because of all the various discounts State Farm had to offer.

Curious me went to the State Farm website to see for myself. Sure enough, I counted 11 different driver discounts. This made me stop and wonder, “how many discounts was I getting from my own insurance company? Maybe I should call my agent and double check." That was the Aha moment where I came up with the idea and name for the State Farm Discount Double Check.

Since the brief wasn’t asking for a platform like this, I pitched it internally as a copy option to share with the clients as an extra credit idea. The clients immediately saw the Discount Double Check’s potential for not only acquisition, but retention as well. The first creative execution to feature the Discount Double Check was a person-on-the-street style DRTV spot I wrote.

While I did not create any of the amazing work that followed featuring Aaron Rogers, my Discount Double Check idea gave the client a new platform to help grow their business for years to come.

It’s good to be curious and treat the client’s business as your own.

  • Role Freelance Copywriter

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