INTERSTATE
Here’s a 70 year old brand that’s remained stagnant for decades and wanted a campaign that could speak to a younger audience, more inclined to women than men. Research showed that their tagline, Outrageously Dependable, resonated well with the target audience, so they asked us how we could bring that line to life. Well, by showing the outrageously UNdependable drivers out there. The campaign’s first year the included a :30 and a :15 for TV, as well as a series of social videos. We chose to make the videos on social platforms appear as if they were taken by regular people on the street.
After the first round of ads came out, we discovered that those rough, POV, UCG style videos were outperforming the ads with bigger production budgets. Therefore, for the 2nd and 3rd round we decided to allocate all the funds to that style of ads, allowing us to produce more spots.
