financial services

Farmers Insurance Highlights 'Right Fit' Coverage

Farmers

Farmers Insurance will launch a new national Hispanic ad campaign Aug. 16 featuring long-time spokesperson actor Edward James Olmos.

The fully integrated national campaign includes TV, radio, print and online elements. Produced by its Hispanic agency of record Accentmarketing, the new ads are the next installment of the insurer's "Right Fit" campaign, launched in 2009. They feature a "force field" that represents the customizable Farmers coverage area, which customers can choose to meet their individual needs.

Continuing in his role as Farmers Insurance Hispanic spokesperson for the fifth year is Olmos. In the new spots, Olmos shares with viewers that Farmers agents go through some of the best training in the industry, so they can rest assured that by working with a Farmers agent, they can obtain the coverage that fits their lifestyles.

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First to launch is "Neighbors," which uses a dramatization to highlight the difference between having customized coverage that "fits" correctly and inadequate or inappropriate coverage. In the spot, two neighbors boast about their insurance coverage, as represented by their "force fields." While one has the "right fit" coverage secured with the help of a Farmers agent, the other is not so lucky. Both neighbors have to duck for cover as a tree strikes the not-so-fortunate neighbor's home, right where his "inadequate" coverage is.

In another spot, "Zoom Out," Farmers shows its multi-line product offerings of auto, home, life and business insurance and the customizable coverage areas available through a variety of different life stages. Beginning in a flower shop, the spot "zooms out" to see the Farmers "force field" around the business. Then the camera pans to show the entering and exiting of a car, again "zooming out" to reveal the Farmers "force field," and finally, the spot shows entering and exiting a growing family's home and shows that it, too, counts on Farmers' customized coverage.

As more companies draw on Spanish-language media to reach Hispanic consumers, Farmers is taking an entertaining and innovative approach to connecting with this core audience, says Luisa Acosta-Franco, vice president of multicultural marketing for Farmers.

"At Farmers, our goal is to be the insurer of choice for consumers in the United States," Acosta-Franco tells Marketing Daily. "We do integrate that overriding objective into our consumer messaging across target segments, media platforms and languages."

Farmers works with general market partners to ensure that multicultural outreach efforts are part of its overall marketing efforts, whether it's this Hispanic campaign or an Asian consumer targeted effort, she says.

"Our work with Edward James Olmos has evolved as consumer concerns have evolved and as our position in the marketplace has evolved," Acosta-Franco says. "Consumers have taken to heart Mr. Olmos' ongoing sincerity about the need for consumers to protect the things that are important to them by securing insurance coverage that truly meets their individual needs."

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