State Farm Mutual Automobile Insurance Company: True Stories campaign

Under pressure from low price insurance companies such as GEICO, State Farm Mutual launched a campaign in 2004 to retrieve lost market share.

State Farm Mutual Automobile Insurance Company: True Stories campaign

Ed Dinger

OVERVIEW

The leading automobile insurer since World War II, State Farm Mutual Automobile Insurance Company had relied for many years on advertising that took a serious tone and was anchored by its longtime slogan, "Like a good neighbor, State Farm is there." But in the 1990s the industry was turned upside down by direct marketer GEICO, which emerged from obscurity to blanket the television airways with a bevy of humorous commercials promoting the low price of its car insurance, which it was able to offer largely because it did...

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