Pegging your ad message to life events is getting stronger as a marketing strategy and State Farm is doing a good job with it. While other insurance advertisers focus on big tragedies, they are focusing on the little tragedies that affect a young person’s life, er, car. I also like the
cards they hand out at events to help you get reconnected with them when you get back home.

Brandweek: State Farm Asks, ‘Now What?’, 2006-Aug-8, by Barry Janoff (via Adweek)

"It’s hard to make insurance fun and cool, but this creates that feeling, is plausible, and stays true to the premise that insurance is a necessary part of life," said Mark Gibson, assistant vp, advertising at State Farm, Bloomington, Ill. "Young people tend to think about insurance a lot less than they think about music, cell phones and other things. But this [campaign] will engage them through key aspects of their lives: the Internet, videos and live events."