Jane Dotson
Farmers Insurance has launched several creative advertising campaigns over the years, including the We Know from Experience campaign, which recreated thirty unbelievable but true insurance claims, and the Don't Compromise campaign, starring Academy Award-winning actor J.K. Simmons as Professor Burke. The campaigns aim to highlight the brand's experience, knowledge, and ability to handle a wide range of insurance scenarios, from animal mishaps to bizarre car accidents. With these campaigns, Farmers Insurance strives to differentiate itself in the highly competitive insurance market and connect with its customers through engaging and memorable commercials.
| Characteristics | Values |
|---|---|
| Commercials based on | Unbelievable but true insurance claims |
| Commercials feature | Stories of animals gone wild, bizarre car accidents, and claims from homeowners |
| Tagline | We know a thing or two, because we’ve seen a thing or two |
| Commercials feature | Academy Award-winning actor J.K. Simmons as Professor Burke |
| Commercial names | Cactus Calamity, Stag Pool Party, Barn BNB, Red One: Sleigh Insurance, The Cul-de-Sac of Compromise, Wedding March, APGA Tour: A Game for Everyone, Deep-Sea Driving, Save Yourself: 20%, Inflatable Gorilla, Recital, Safe Driver Discount: Your Turn, Insurance Game: Water Resistant, Insurance Game: Stuck, Nothingversary, Winning View, Runs in the Family, Decisions, Decisions |
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What You'll Learn
Farmers Insurance's 'We Know From Experience' campaign
Farmers Insurance's "We Know From Experience" campaign was a clever and effective strategy to boost brand awareness in a crowded and competitive insurance market. The campaign, created in partnership with Los Angeles-based agency RPA, showcased the company's unique personality and extensive experience in a creative and engaging way.
The key concept behind the campaign was to showcase "unbelievable but true" insurance claims that Farmers Insurance had successfully handled over the years. These claims were selected through a national program called "Claim to Fame," where Farmers agents and claims adjusters submitted intriguing and unusual incidents. From these submissions, the team chose the most fascinating and unexpected stories, such as the "Cactus Calamity" and the "Stag Pool Party," to showcase the company's ability to handle a diverse range of situations.
The "We Know From Experience" campaign took a "show, don't tell" approach, bringing these claims to life through creative and memorable commercials. By doing so, Farmers Insurance differentiated itself from its competitors and demonstrated its expertise and knowledge in a unique and entertaining way. The campaign effectively communicated the message that Farmers Insurance has the experience and know-how to handle any situation, no matter how unusual.
The success of the campaign was evident in the increased brand awareness and positive metrics. The "We Know From Experience" commercials not only captured the attention of viewers but also built trust and highlighted the company's ability to adapt and handle diverse challenges. The campaign's effectiveness was further reinforced by the Gold Effie Award for Sustained Success that the brand won in 2020.
In addition to the "We Know From Experience" campaign, Farmers Insurance has also launched other successful advertising initiatives, such as the "Don't Compromise" campaign featuring Academy Award-winning actor J.K. Simmons. This multichannel campaign, also created with RPA, encouraged homeowners not to settle when it comes to insurance, emphasizing the importance of quality over compromise. With creative and strategic advertising approaches, Farmers Insurance has effectively enhanced its brand presence and connected with its target audience.
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The selection process for claims
Farmers Insurance launched a campaign called "We Know From Experience" to highlight its brand and showcase its experience and knowledge. The campaign featured thirty "unbelievable but true" insurance claims that the company had successfully handled over the years. The selection process for these claims involved a national program called "Claim to Fame," where Farmers agents and claims adjustors submitted unbelievable claims covered by Farmers. The team then reviewed the entries for the most interesting ones. For example, one claim featured in the campaign was "Cactus Calamity," where a gust of wind toppled a 40-foot cactus onto a customer's roof. Another claim, "Stag Pool Party," involved a group of deer crashing a customer's backyard and trashing their in-ground pool.
The campaign aimed to differentiate Farmers Insurance from its competitors in an already crowded insurance market. By featuring actual claims, the company wanted to showcase its breadth of experience and establish itself as a smart and measured insurance brand. The selection of these unique and unusual claims helped convey that Farmers Insurance has "seen almost everything" and "knows a thing or two about insurance."
The "We Know From Experience" campaign used a "show, don't tell" approach to articulate the brand's personality and experience. It was developed in partnership with the Los Angeles-based agency RPA. The campaign included television spots and an interactive website to engage consumers and share the true stories of strange and unlikely claims.
The selection of claims for the "We Know From Experience" campaign was a strategic choice by Farmers Insurance to highlight its expertise and unique position in the market. By choosing claims that were unusual yet real, the company effectively communicated its ability to handle a wide range of situations and its commitment to helping consumers understand their coverage options.
The "Claim to Fame" program allowed Farmers Insurance to tap into its network of agents and claims adjustors to uncover the most interesting and unbelievable claims. The review process involved evaluating these submissions based on their uniqueness, strangeness, and impact. The selected claims became the foundation for the creative execution of the campaign, showcasing Farmers Insurance's ability to handle even the most unexpected situations.
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The campaign's effectiveness
Farmers Insurance's "We Know From Experience" campaign was designed to address the company's low brand awareness in a crowded insurance market, despite having a limited budget. The campaign, created in partnership with RPA, successfully highlighted Farmers Insurance's unique personality and extensive experience through a "show, don't tell" approach. This was achieved by recreating thirty "unbelievable but true" insurance claims, such as the "Cactus Calamity" and the "Stag Pool Party," that the company had handled over the years. The campaign effectively differentiated Farmers Insurance from its competitors and positioned the brand as a knowledgeable and experienced leader in the industry.
The "We Know From Experience" campaign's effectiveness can be attributed to its ability to showcase Farmers Insurance's expertise and experience in a creative and engaging manner. By featuring bizarre yet real claims, the campaign captured the attention of audiences and communicated the brand's unique value proposition. This approach not only entertained viewers but also built trust and credibility by demonstrating Farmers Insurance's ability to handle a wide range of unexpected situations.
The campaign's success is further evidenced by its strong performance across various metrics. Farmers Insurance utilized brand trackers to evaluate their effectiveness in reaching new audiences and increasing brand awareness. The campaign drove significant gains in brand awareness, with metrics reaching levels comparable to industry heavy-hitters. Additionally, communications-efficiency tracking measured the growth of consideration by dollars spent, allowing Farmers Insurance to optimize their spending and maximize the impact of their limited budget.
The "We Know From Experience" campaign also benefited from its integration with other marketing channels. The campaign's creative assets were leveraged across digital, social, and TV platforms, including social media platforms like TikTok. This multichannel approach enhanced the campaign's reach and engagement, particularly with digital-savvy audiences. By extending the campaign beyond traditional TV commercials, Farmers Insurance was able to connect with consumers through their preferred channels and devices.
The effectiveness of Farmers Insurance's campaign was also recognized by the industry. In 2020, the "We Know From Experience" campaign received a Gold Effie Award for Sustained Success, a testament to its lasting impact and strong performance over time. This recognition highlights the campaign's strategic brilliance and creative excellence, setting a benchmark for sustained success in the highly competitive insurance category.
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The 'Don't Compromise' campaign
Farmers Insurance launched its multi-channel 'Don't Compromise' ad campaign in 2023, featuring Academy Award-winning actor J.K. Simmons. Created with ad agency RPA, the campaign comprises 16 different digital, social and TV spots, each humourously guiding viewers through everyday scenarios where compromise is unthinkable.
The campaign encourages homeowners not to settle for less when it comes to insurance and other significant decisions. J.K. Simmons portrays Professor Burke, who has starred in over 65 Farmers ads since 2010, including one inspired by Dr. Seuss and another coinciding with Sesame Street's 50th anniversary.
One of the ads, titled ''Winning View', highlights the consequences of saving money by purchasing cheap baseball seats, such as being stuck behind a concrete pillar for the entire game. Another, called 'Runs in the Family', introduces Professor Burke's daughter, Natalie, who communicates the brand's message in a social-savvy way. This ad, titled 'Decisions, Decisions', plays off popular TikTok "decision" filters to convey that with Farmers, customers don't have to choose between quality and savings.
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The 'Runs in the Family' series
Farmers Insurance has launched a multi-channel ad campaign featuring Academy Award-winning actor J.K. Simmons: 'Don't Compromise'. Created with ad agency RPA, the campaign comprises 16 different digital, social, and TV spots, with Simmons' character, Professor Burke, at the helm. Professor Burke has starred in more than 65 Farmers ads since 2010, including one inspired by Doctor Seuss and another coinciding with Sesame Street's 50th anniversary.
The 'Don't Compromise' campaign encourages homeowners not to settle for less when it comes to insurance and other big decisions. Each of the lessons is told through Professor Burke, who humorously guides viewers through everyday scenarios where compromise is unthinkable. One such ad is called 'Winning View', which highlights the unfortunate consequences of saving money by buying cheap baseball seats and ending up behind a concrete pillar for the entire game.
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Frequently asked questions
Yes, the Farmers Insurance commercials are based on real, unusual insurance claims.
The commercials aim to highlight the brand's experience and knowledge by showcasing unbelievable but true claims.
Some examples include "Cactus Calamity," where a gust of wind toppled a 40-foot cactus onto a customer's roof, and "Stag Pool Party", where a group of deer trashed a customer's backyard during an impromptu swim.
The tagline is, "We know a thing or two because we've seen a thing or two," emphasizing the brand's experience and knowledge.
The commercials feature Academy Award-winning actor J.K. Simmons as Professor Burke, who has appeared in over 65 Farmers ads since 2010.
