State Farm publicly launched HiRoad in 2018, a mobile app to encourage and reward mindful driving behaviors amongst millennials. The idea was big, but we needed to launch it in a space crowded with Progressive, Root and Geico.
+ Rockies, Gold - Car Mailer
+ Rockies, Silver - Butterfly Mailer
+ Brand Research and Strategy
+ Content and Social Marketing
+ Video and Photography
+ Creative Strategy
+ Advertising
+ SEO and Keyword Strategy
+ Social Media Strategy and Management
+ Experiential Activation and Guerrilla Marketing
Develop a campaign that stands out in their competitive landscape and drives new customer acquisition.
HiRoad didn't just enter the market; it redefined it. Within 12 months, the app became the fastest-growing insurance company in America, signing up 4x the projected customers and hitting its annual acquisition goals in just six months.
The creative resonated far beyond industry standards: our search CTR outperformed the average by 300%, while video completion rates soared 600% above the benchmark. More importantly, we built a brand people actually love with a 92% satisfaction rate and an 82% referral intent, proving that mindful driving is a movement millennials are ready to join.
Instead of preaching about safety, our brand strategy mapped a direction that inspired people to take the “high road” by driving mindfully, taking alternative forms of transportation (like bicycles) and receiving real-time driving insights to curtail accidents, all of which don’t just save drivers money, but save lives.
And it worked. With campaign headlines like “Unrage the roads,” “We believe in you,” and “It’s time for a u-turn,” HiRoad became the fastest-growing auto insurance company in America, with an exceptionally high customer brand affinity. Best of all, they are winning the coveted mindful Millennial audience which cares about behavior that benefits them and their communities. Simply put, they’re saving lives.
We launched a four-phase marketing program that began with market activation events, followed by teaser, awareness and activation phases that invited people to choose a safe-driving movement that benefitted them and people in their communities.
Let's create something unforgettable.
