financial services

Farmers Uses Real Claims For Creative Inspiration

A new campaign from Farmers Insurance features actual customer claims from the “we can’t make this stuff up” category.

The two TV spots from agency of record RPA carry the theme line “We Know From Experience.” The integrated campaign will run throughout 2016 and also includes online video, radio, social media, direct marketing, digital and public relations support.

One of the introductory spots, "Stag Pool Party," tells the story of a real claim from Colorado involving deer that caused severe damage to a customer's swimming pool after inadvertently getting stuck in the pool.



The other television spot, "Smash and Grub," tells the true story of a claim from California where a bear broke into a customer's vacation home, causing destruction to the homeowner's belongings and to the home itself.

The campaign is intended to convey that Farmers agents “know a thing or two about insurance” and are able to help consumers understand coverage options so consumers can select the coverages they want, says Jenny Howell, director of advertising for Farmers Insurance.

“While the University of Farmers which serves as the foundation for the campaign featuring Professor Burke is a real place and in the past, we have leveraged our experience by showing scenarios that help consumers be better prepared, this is the first campaign that features specific claims that we have covered,” Howell tells Marketing Daily. “We evaluated several potential campaigns before selecting this one. We loved this campaign because of its potential to break through while demonstrating how our experience and knowledge can benefit our customers.”

The spots include actor J.K. Simmons reprising his role as Professor Nathaniel Burke, who introduces consumers to true stories of strange, unlikely and even unbelievable claims that real customers have experienced.

The insurance company is also rolling out a new interactive Web site that humorously conveys to consumers that Farmers has helped customers recover from some of the most unique -- yet very real -- claims over its 87-year history. Integrated digital units will drive people to a new interactive site on Visitors will be able to explore exhibits of some of the claims stories, each describing the claim story.

Digital placements are planned on Yahoo, AOL, 3D rich media unit on various sites, Facebook carousel and canvas units and a full-screen takeover on sites 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.

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