State Farm and IBM Watson: Advertising conversations

State Farm, property and casualty insurer, used artificial intelligence (AI) technology to serve users personalised safety tips during hurricane season in the USA.

Campaign details

Brand: State FarmLead Agency: OMDRegion: North America

Strategy

Objective

As the largest property and casualty insurer in the United States, State Farm's mission is to help people manage the risks of everyday life, recover from the unexpected, and realize their dreams.

In late January, just weeks before the COVID-19 pandemic set in, State Farm brought back its iconic tagline, "Like a good neighbor, State Farm is there.®" Little did they know how important that phrase would be in the turbulent year to come.

On top of the global COVID-19 pandemic, the 2020 Atlantic...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands