Alyssa Lane
Farmers Insurance has launched several ad campaigns featuring unbelievable but true insurance claims that the company has successfully handled over the years. The campaigns aimed to showcase the company's experience and knowledge in handling unusual and unique claims, positioning Farmers as a consumer-centric brand with insurance smarts. Stories featured in these campaigns include Stag Pool Party, about a group of deer that went on a destructive rampage in a customer's pool, and Cactus Calamity, where a gust of wind toppled a 40-foot cactus onto a customer's roof. While the campaigns feature extraordinary events, they are based on real claims, as evidenced by customer testimonials and the company's own assertions.
| Characteristics | Values |
|---|---|
| Nature of the stories | Unbelievable but true insurance claims |
| Objective | To showcase the brand's personality and breadth of experience |
| Target audience | People who value doing it right and are not interested in pricing and messaging gimmicks |
| Campaign name | We Know From Experience |
| Examples of stories | Cactus Calamity, Stag Pool Party, Smash and Grub |
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What You'll Learn
The 'Stag Pool Party' ad
Farmers Insurance partnered with Los Angeles-based advertising agency RPA to launch the “We Know From Experience” campaign. The campaign aimed to showcase the brand's personality and extensive experience through a series of recreated "unbelievable but true" insurance claims. One of these recreations was featured in a TV commercial titled "Stag Pool Party," which first aired in December 2015.
In the "Stag Pool Party" ad, Farmers Insurance spokesman J.K. Simmons leads a man through the Hall of Claims to showcase a Stag Pool Party trophy. The ad depicts a group of deer crashing a backyard pool party, complete with loud music and splashing. When the outdoor floodlights turn on, the deer freeze, and as the lights go out, crashing and splashing resume, with more deer joining the impromptu party in the pool.
The concept for the "Stag Pool Party" ad was inspired by a national program called "Claim to Fame," where Farmers agents and claims adjustors submitted unbelievable claims covered by the company. The "Stag Pool Party" claim stood out as one of the most interesting stories, showcasing the company's ability to handle a wide range of situations.
The "We Know From Experience" campaign, including the "Stag Pool Party" ad, was designed to resonate with customers by highlighting Farmers Insurance's experience and knowledge in handling unusual and unexpected claims. By featuring unbelievable yet real claims, the campaign emphasized the company's expertise and ability to support customers through various challenges.
The "Stag Pool Party" ad, with its creative and memorable concept, helped Farmers Insurance stand out in a highly competitive insurance advertising landscape. By showcasing their unique approach to customer stories, the campaign effectively communicated the brand's personality and experience, leaving a lasting impression on viewers.
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'Smash and Grub' ad
In 2015, Farmers Insurance released a campaign titled "We Know from Experience", which featured two TV spots that dramatized actual insurance claims from Farmers customers. One of these ads was "Smash and Grub", which recounted the story of a bear that broke into a California vacation home, causing extensive damage.
The "We Know from Experience" campaign was developed in partnership with Los Angeles-based agency RPA and featured Academy Award-winning actor J.K. Simmons as Professor Nathaniel Burke. The campaign aimed to showcase Farmers Insurance's breadth of experience and knowledge by highlighting unusual and unbelievable insurance claims that the company had successfully handled.
To find the most interesting claims, Farmers Insurance launched a national program called "Claim to Fame", where their agents and claims adjustors could submit unbelievable claims covered by the company. The "Smash and Grub" ad was based on one of these submitted claims.
The ad campaign employed a multi-channel strategy, utilizing television, online video, radio, social media, direct marketing, and digital placements on websites such as Yahoo!, AOL, Forbes, CNN, and The New York Times. The campaign also included an interactive website called the Farmers Hall of Claims, which featured unusual insurance claims.
Through this campaign, Farmers Insurance wanted to convey the message that their agents are knowledgeable and experienced in handling a wide range of insurance claims, no matter how unusual or unbelievable they may seem. By showcasing their expertise, the company aimed to build trust and resonate with their target customers, who value substance over pricing and messaging gimmicks.
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'Cactus Calamity' ad
Farmers Insurance, in partnership with Los Angeles-based agency RPA, launched the “We Know From Experience” campaign, which featured thirty "unbelievable but true" insurance claims that the company had successfully handled. One of these claims was the "Cactus Calamity" ad, which recounted an incident where a gust of wind toppled a 40-foot cactus onto a customer's roof.
The Cactus Calamity ad is based on a true story, serving as one of the many interesting and unusual claims that Farmers Insurance has encountered and covered over the years. The ad campaign aimed to showcase the brand's personality and extensive experience, adopting a "show, don't tell" approach to highlight its unique understanding and expertise in handling a diverse range of insurance scenarios.
The Cactus Calamity ad, along with other featured claims, played a pivotal role in Farmers Insurance's strategy to stand out in a highly competitive insurance advertising landscape. With a limited ad budget, the campaign sought to capture attention and resonate with a specific target audience—those who value authenticity and doing things right, rather than pricing and messaging gimmicks.
The selection process for the claims featured in the campaign, including Cactus Calamity, was meticulous. Farmers Insurance initiated a national program called "Claim to Fame," inviting agents and claims adjustors to submit intriguing claims they had come across. The review process then focused on choosing the most interesting and unusual stories, ensuring that they not only captured the brand's expertise but also engaged and entertained the target audience.
The Cactus Calamity ad exemplifies how Farmers Insurance has dealt with unexpected and extraordinary situations, reinforcing the message that they possess the knowledge and experience to handle a wide range of claims. By showcasing actual claims, the campaign effectively communicated the brand's capabilities and differentiated itself from competitors, ultimately earning recognition at the 2018 North American Effie Awards.
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Real-life customer experiences
In 2015, Farmers Insurance launched the "We Know from Experience" ad campaign, which featured true stories of strange, unlikely, and unbelievable claims that real customers had experienced. The campaign recreated thirty "unbelievable but true" insurance claims that Farmers Insurance successfully handled over the years.
One of the TV ads, "Stag Pool Party," tells the story of a real claim from Colorado involving a group of deer that caused severe damage to a customer's swimming pool after inadvertently getting stuck in it. Another TV 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 the home itself.
In addition to these featured stories, Farmers Insurance has received many other interesting claims. For example, one claim involved a water heater that shot through the roof, and another involved a cactus calamity, where a gust of wind toppled a 40-foot cactus onto a customer's roof.
One Quora user shared their personal experience with Farmers Insurance, stating that they had a situation that was similar to the stories featured in the company's commercials. The user's teen grandson was making his own wine, and while there was a deductible that covered the loss, the user felt that the story was worthy of being featured on TV.
These stories showcase the unique and diverse range of claims that Farmers Insurance has handled over the years, highlighting the company's experience and knowledge in the insurance industry.
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True stories from agents
Farmers Insurance has launched multiple ad campaigns over the years, featuring true stories from its agents. One such campaign, called "We Know from Experience," aimed to showcase the company's experience and knowledge by highlighting some of the most unbelievable yet real claims they have encountered and covered.
One of the TV ads from this campaign, "Stag Pool Party," tells the true story of a claim from Colorado involving a group of deer that caused severe damage to a customer's swimming pool after inadvertently getting stuck in it. Another TV spot, "Smash and Grub," narrates the real story of a claim from California, where a bear broke into a customer's home, causing destruction to the homeowner's belongings and the home itself.
The "Cactus Calamity" ad recreates an unbelievable but true incident where a gust of wind toppled a 40-foot cactus onto a customer's roof. These ads aimed to showcase Farmers Insurance's ability to handle a wide range of unique and challenging situations, positioning the company as a consumer-centric and knowledgeable insurer.
In addition to the ad campaigns, Farmers Insurance agents have shared their own unsettling but true stories. One agent recounted a story where a sudden storm caused a flood, changing the lives of Linda Marcus and her husband, Jesse, forever. Another agent shared an experience similar to one of the TV ads, where a water heater shot through the roof, causing an unusual and challenging claim. These stories showcase the unpredictable nature of insurance claims and how Farmers Insurance agents are prepared to handle a diverse range of situations.
The "Claim to Fame" program, initiated by Farmers Insurance, invited agents and claims adjusters to submit unbelievable claims covered by the company. This internal initiative further emphasized the unique and challenging situations Farmers Insurance agents encounter and successfully resolve, building trust and confidence among potential customers.
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Frequently asked questions
Yes, the stories featured in Farmer's Insurance ad campaigns are based on true claims. The company launched a campaign in 2015 called "We Know from Experience," which featured "unbelievable but true" insurance claims that the company had successfully handled. The campaign aimed to showcase the company's experience and knowledge in handling unusual claims.
One example is "Stag Pool Party," a television ad that tells the true story of a claim from Colorado involving a group of deer that caused damage to a customer's swimming pool. Another example is "Cactus Calamity," which recounts an incident where a gust of wind toppled a 40-foot cactus onto a customer's roof.
Farmer's Insurance wanted to showcase their expertise and knowledge in handling unusual and unique claims. By featuring true stories, the company aimed to resonate with their target customers and highlight their ability to provide consumer-centric knowledge and insurance smarts.
