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 much you could save with State Farm, up to 40%. When I asked how do people save up to 40%, 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 site 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. Ah-ha moment. The idea and name for the State Farm Discount Double Check was that simple.
Since the idea wasn’t in the brief, 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 to feature the Discount Double Check was a person-on-the-street DRTV spot I wrote.
While I did not create any of the work that followed featuring Arron 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.
Mike Schif
Creative Director
DDB Chicago
DDB brought John in to freelance on a DRTV assignment for State Farm auto insurance. His thinking lead to the Discount Double-Check which eventually extended into print, radio and later provided a foundation for the long-running Aaron Rodgers TV campaign. The beauty was that we were able to brand a service agents were already doing on a regular basis, plus make it feel proprietary.