We Know From Experience
(One Show Merit Award - Integrated Campaign)
Client
Farmers Insurance
Agency
RPA
Role
Senior Copywriter
Partner
Erin Costello
Proving when it comes to insurance, experience matters
IDEA:
SYNOPSIS:
Farmers has long branded themselves as the ‘Smart’ insurance, but with savvy consumers, it’s not enough to just tell them you’re smart, you have to show them.
Insurance is one of the largest advertising categories and Farmers is consistently outspent by the competition. We needed to find a way to stand out from the competition and the long running University of Farmers campaign wasn’t doing that. We had to evolve.
APPROACH:
Our idea: demonstrate our smarts by telling the stories of the most outrageous real claims Farmers has ever covered. Because if we can cover these unlikely scenarios, our agents have the know how to protect you from just about anything life throws your way.
We sourced as many claims as we could from real Farmers agents and created an integrated campaign to bring the best to life through national TV, pre-roll and radio ads.
Each piece directed consumers to our digital Farmers Hall of Claims; a repository, featuring museum exhibits highlighting our craziest claims.
