• by Tanya Gazdik , August 22, 2023

Farmers Insurance is launching a campaign that points out some things are just too important to compromise or settle on: wedding DJs, driveway replacement, baseball seats — or your insurance. 

The premise is, Farmers customers can choose both quality insurance and great savings, with no need to compromise one for the other.

The objective with the work from RPA is to continue to bolster brand awareness and stand out in a crowded, highly competitive category, according to the company. 

It was important that the various assets across the integrated campaign leverage and expand brand iconography in fresh new ways, says Perrin Anderson, senior vice president/ creative group director at RPA.

“The Farmers brand has always stood for making people smarter about their insurance, so we always look for a truism or piece of wisdom that’s relevant to our audience and that we can build a campaign around,” Anderson tells Marketing Daily. 

The idea is: While people are often looking to save money wherever they can, that strategy can backfire or cost more in the long run for certain items, and it’s tough to tell the difference. 

“So, we’re saying, ‘If it’s important, it’s not worth compromising’ — you could save money without having to compromise quality insurance,” Anderson says.

"Winning View" highlights the unfortunate and unintended consequences of compromising on important things to save a few bucks, like staring at a concrete pillar for nine innings or making wedding memories you wish you could forget. 

In the “Cul-de-sac of Compromise” series, Farmers introduces a new cast of characters to illustrate what ill-considered compromises homeowners might be tempted to make. 

For skippable digital placements, the “Epic Skips” encourages people not to compromise their time for the ad (or quality insurance for savings), while tempting them with spectacles that they won’t want to skip. 

In the “Runs in the Family” series for TikTok, Facebook, and Instagram, Farmers introduces yet another new character, Professor Burke’s social-savvy daughter, Natalie, who helps deliver the “no compromise” message, family influencer-style. 

Other social media content brings to life the pitfalls of compromising on things like DIY mounting of a TV. On the flip side, the “Decisions, Decisions” plays off popular TikTok “decision” filters to illustrate that with Farmers, people don’t have to choose between quality and savings -- they could get both.