The Challenge

Develop a bilingual direct mail campaign for State Farm Home Insurance—one of the toughest categories in a channel known for low engagement and high discard rates.

The Solution

State Farm had a strong offer that could drive consideration, but in a category where mail often went straight to the trash, we needed to earn attention first. The strategy focused on increasing message relevance by creating intrigue and building situational context around real homeowner risks. We used unexpected formats designed to trigger curiosity and highlight the consequences of not being insured. By turning passive mail into interactive moments, we helped State Farm achieve its highest number of home insurance inquiries—both online and through the call center—up to that point.