State Farm wants Gen Y types to get serious about insurance. Of course convincing these folks to get serious about anything can be a challenge. So State Farm launched a novel website called
www.nowwhat.com. To drive young adults to the site, State Farm has three novel unbranded television commercials. The commercials feature 20 somethings as victims of unexpected mishaps—think of a window air conditioner
falling through your car window. The commercials post the immediate question—Now What? But instead of flashing the State Farm logo, viewers are directed to the Now What? website. The website is great fun. In addition to replaying the commercials, the site allows Gen Y visitors to step inside an apartment and experience the perils tumbling pole lamps, computer theft, water damage, and more. There is a handy onscreen calculator that helps visitors calculate the worth of their personal possessions, and factual information about insurance coverage and cost. The interactivity is outstanding and informative. Do visit the site, but be careful! We thank
AdWeek for this, and we’re calling our agent.
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