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The campaign is being led by television, online video, radio, social media, direct marketing, digital, and public relations executions
American insurer group, Farmers Insurance, has released an ad push themed, We Know from Experience. Two spots have rolled out across television since 28 December 2015 alongside a new interactive website. Channelling humour, the effort aims to convey how the brand has stood with its customers across an 87-year history.
The first commercial titled, Stag Pool Party, tells of real claim from Colorado involving some deer which caused severe damage to a client’s swimming pool after inadvertently getting trapped. The second dubbed, Smash and Grub, recollects the case of a bear breaking into a Californian vacation home, resulting in massive destruction.
Featured in the campaign is Academy Award winning actor, J.K. Simmons, who reprises his character as the scholarly and erudite Professor Nathaniel Burke, a role he plays to introduce to the brand’s audience true stories of strange and sometimes unbelievable encounters which real customers have experienced.
Acting as a proxy for Farmers Insurance agents, he shares how the company has seen almost everything and so, knows how to cover almost anything. Developed by its agency of record, RPA, the exercise positions the marque as a long-standing industry player with consumer-centric knowledge and insurance smarts.
The execution will run throughout 2016 and employs a multi-channel strategy highlighting the breadth and depth of the company’s claims-handling know-how. The push also includes a unique online consumer engagement element via its Farmers Hall of Claims microsite.
Digital placements are slated to launch on Yahoo, AOL, 3-D rich media unit on various sites, Facebook carousel and canvas units, and a full-screen takeover on portals such as Forbes, CNN, and New York Times. In addition, a series of online videos specific to individual claims stories will be used as pre-roll.
“Through this new campaign, we hope consumers realise that we know a thing or two about insurance and that our agents are ready to help them understand coverage options so they can select the one they want,” said Mike Linton, Chief Marketing Officer at Farmers Insurance.
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