Orlando Harmon
Farmers Insurance has been running a long-term advertising campaign called We Know from Experience, which aims to raise brand awareness and establish Farmers Insurance as a smart and experienced insurance provider. The campaign recreates unbelievable but true insurance claims that the company has successfully handled, such as Cactus Calamity, where a gust of wind knocked 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. These commercials are based on true insurance claims, highlighting Farmers Insurance's ability to handle almost any situation.
| Characteristics | Values |
|---|---|
| Objective | To overcome the tough cost of entry and low brand awareness, and to establish Farmers Insurance as a smart and measured brand |
| Approach | "Show, don't tell" |
| Basis of Commercials | True insurance claims handled by Farmers Insurance |
| Examples | Cactus Calamity, Stag Pool Party, Mer-Mutts |
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What You'll Learn
Farmers Insurance's We Know from Experience campaign
Farmers Insurance launched the "We Know from Experience" campaign to showcase the brand's personality and breadth of experience. The campaign featured thirty "unbelievable but true" insurance claims that the company 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 unusual and interesting claims. The campaign recreated these claims in a "show, don't tell" approach, bringing to life incidents such as the "Cactus Calamity," where a gust of wind toppled a 40-foot cactus onto a customer's roof, and the "Stag Pool Party," where deer crashed a customer's pool and trashed their backyard.
The "We Know from Experience" campaign aimed to address the challenges of low brand awareness and limited budget in a crowded insurance market. By partnering with the Los Angeles-based agency RPA, Farmers Insurance was able to differentiate itself and create a campaign that garnered attention and resonated with its target customers. The campaign focused on showcasing Farmers Insurance as a brand that is uniquely smart and measured.
The "We Know from Experience" campaign is part of the larger University of Farmers Insurance Commercial Ad Campaign, which has been running for over a decade and continues to gain strength. The recent work within this campaign has achieved high recall rates and low-cost communication effectiveness. In 2020, the campaign won a Gold Effie Award for Sustained Success.
The success of the "We Know from Experience" campaign can be attributed to its creative execution and selection of interesting and unusual claims. By showcasing these "unbelievable but true" stories, the campaign highlighted the breadth of experience and expertise that Farmers Insurance brings to the table. These stranger-than-fiction tales served as a reminder that Farmers Insurance has seen and handled almost every imaginable situation, instilling confidence in their ability to cover almost anything.
The Hall of Claims is a fictitious museum created as part of the campaign, showcasing Farmers Insurance's most bizarre and improbable claims. Each exhibit in the museum highlighted a unique story that was then extended across TV, social media, and digital platforms. For example, a claim about dogs flooding a house became the TV spot "Mer-Mutts," which celebrated canine athleticism and artistry during the Summer Olympics. This integrated approach allowed the campaign to reach a wider audience and engage with customers across multiple touchpoints.
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The campaign's selection process
Farmers Insurance's "We Know from Experience" campaign was a collaborative effort with the Los Angeles-based agency RPA. The campaign aimed to address the challenges of low brand awareness and limited budget in a crowded insurance market. To stand out, the campaign adopted a "show, don't tell" approach, showcasing thirty "unbelievable but true" insurance claims that Farmers Insurance had successfully handled. These claims were selected through a national program called "Claim to Fame," where Farmers agents and claims adjusters submitted intriguing claims. The selected claims included incidents like "Cactus Calamity," where a gust of wind toppled a 40-foot cactus onto a customer's roof, and "Stag Pool Party," involving deer crashing a customer's pool party.
The "Claim to Fame" program sought to uncover the most fascinating and unusual claims, ensuring that the selected stories would capture attention and resonate with their target audience. This audience was described as a unique group that values authenticity and practicality rather than pricing gimmicks. By showcasing Farmers' experience in handling these unexpected events, the campaign aimed to establish the brand as smart, reliable, and capable of handling almost any situation.
The selection process for the "We Know from Experience" campaign was meticulous and strategic. The campaign creators understood the importance of choosing claims that were not only remarkable but also authentic. By partnering with Farmers agents and claims adjusters, they gained access to a wealth of real-life stories that formed the foundation for the campaign. This approach ensured that the selected claims were not just creative fabrications but actual events that Farmers Insurance had encountered and resolved.
The "Claim to Fame" initiative encouraged agents and adjusters to share their most memorable and extraordinary claims experiences. From there, the campaign team carefully reviewed the submissions, looking for stories that would capture the imagination of viewers while highlighting Farmers' expertise and breadth of experience. The selection process was a collaborative effort, ensuring that the chosen claims aligned with the campaign's objectives and effectively conveyed the desired brand image.
The "We Know from Experience" campaign's success hinged on its ability to strike a chord with viewers by presenting authentic and remarkable stories. By showcasing Farmers' experience in handling these unusual claims, the campaign aimed to build trust and differentiate the brand in a highly competitive market. The selection process played a pivotal role in curating the content that would ultimately shape the campaign's impact and effectiveness.
The "We Know from Experience" campaign, with its emphasis on authenticity and creativity, has received recognition for its success. The campaign's ability to resonate with its target audience and effectively convey Farmers Insurance's brand personality has been lauded. The strategic selection process, driven by the "Claim to Fame" initiative, played a crucial role in the campaign's overall impact and helped Farmers Insurance stand out in a crowded and challenging insurance advertising landscape.
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The campaign's objectives
Farmers Insurance's "We Know from Experience" campaign had three essential objectives. Firstly, the campaign aimed to increase brand awareness and stand out from competitors in the crowded insurance category. With a limited budget, the campaign needed to be creative and attention-grabbing to differentiate itself and make an impact.
The second objective was to resonate with their target customer group, who value authenticity and doing things right. The campaign sought to establish Farmers Insurance as the brand that embodies these qualities, showcasing their unique smarts and measured approach to insurance.
The third objective was to highlight the breadth of experience and expertise that Farmers Insurance brings to the table. By recreating thirty "unbelievable but true" insurance claims, the campaign demonstrated that Farmers Insurance has handled a wide range of challenging and unusual situations successfully. These claims included the "Cactus Calamity," where a gust of wind toppled a 40-foot cactus onto a customer's roof, and the "Stag Pool Party," where deer crashed a customer's pool and trashed their backyard.
The Hall of Claims campaign further emphasized this experience by creating a fictitious museum showcasing Farmers' most bizarre and improbable claims. Each claim served as a reminder that Farmers has encountered almost every imaginable scenario and knows how to handle any challenge that comes their way. This strategy effectively communicated the company's extensive knowledge and capability in the insurance sector.
The campaign has been highly successful, running for over a decade and gaining strength. It has achieved high recall rates and won awards, including the Gold Effie Award for Sustained Success in 2020.
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The Hall of Claims
One example of a claim featured in the campaign is the "Cactus Calamity," where a gust of wind toppled a 40-foot cactus onto a customer's roof. Another claim, titled "Stag Pool Party," involved a group of deer crashing into a customer's in-ground pool, causing a mess in their backyard. These claims, though seemingly unrealistic, are based on actual events and showcase the unique challenges that Farmers Insurance has successfully navigated.
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The Claim to Fame program
Farmers Insurance launched the “We Know from Experience” campaign to showcase the brand's personality and breadth of experience. The campaign featured thirty "unbelievable but true" insurance claims that the company had successfully handled. To find these interesting claims, Farmers Insurance initiated the “Claim to Fame” program, inviting its agents and claims adjusters to submit unusual claims stories. The submissions were reviewed by a team who selected the most interesting ones, such as water heaters shooting through the roof and deer crashing pool parties.
The "Claim to Fame" program was a national initiative that aimed to showcase the company's experience and expertise in handling a diverse range of insurance claims. By highlighting these unusual claims, the program intended to demonstrate that Farmers Insurance has "seen almost everything" and, therefore, possesses the knowledge and capability to handle almost any situation.
The "Claim to Fame" program served as a valuable source of content for the "We Know from Experience" campaign. The selected claims were recreated in a series of TV commercials, each showcasing a unique and improbable scenario. For example, the “Cactus Calamity” commercial featured a 40-foot cactus toppling onto a customer's roof due to a gust of wind. Another commercial, titled “Stag Pool Party,” depicted a group of deer crashing a pool party and trashing a customer's backyard.
The "Claim to Fame" program not only provided entertaining content for the campaign but also helped to establish Farmers Insurance as a brand that is "uniquely smart and measured." By showcasing their experience in handling unusual claims, the company resonated with its target customers who value substance over pricing and messaging gimmicks. The program and the subsequent campaign successfully differentiated Farmers Insurance from its competitors, despite their limited budget and low brand awareness.
The "Claim to Fame" program and the resulting "We Know from Experience" campaign have been well-received, with the campaign running successfully for over a decade. The campaign has also received recognition through awards, such as the Gold Effie Award for Sustained Success in 2020.
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Frequently asked questions
Yes, Farmers Insurance commercials are based on real insurance claims handled by the company.
Farmers Insurance launched the “We Know from Experience" campaign to showcase the brand's personality and breadth of experience. The campaign recreated thirty "unbelievable but true" insurance claims.
One commercial titled "Stag Pool Party" depicts a group of deer crashing into a customer's backyard and trashing their in-ground pool.
Farmers Insurance launched a national program called "Claim to Fame," where agents and claims adjusters submitted unbelievable claims. The team then reviewed the entries and selected the most interesting ones.
The commercials aim to demonstrate that Farmers Insurance has extensive experience handling a wide range of claims and can provide smart and measured solutions to their customers.
