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​Busy people need insurance more than anyone. They are the ones who leave the iron on as they rush out the door, reverse their cars into poles as they race from school drop-off to that meeting they’re already late for…

Unfortunately, busy people don’t have time to read every line item on their insurance form, let alone watch an insurance ad. That’s why you leave insurance to the experts at State.

We created a modular language and art direction system that allowed us to tell one-to-one stories. By starting a conversation with the right people, in the right moment, with the right message, we’ve been able to cut the expected insurance jargon and showcase the value of insurance at relevant times of the day.

We then applied this thinking to the media buy. Using dynamic data fields and contextual insights, every one of the 665 ads could be optimised across multiple platforms – including TV, online film, radio, print, OOH and digital display.