Exploring The Unexpected: The Farmers Insurance Museum

Farmers Insurance does not have a physical museum, but it did create a fictitious museum called the Hall of Claims for a marketing campaign. The campaign featured bizarre and improbable insurance claims that were covered by Farmers, such as a water heater crashing into a car and a goat trashing a car. The campaign aimed to highlight the experience of Farmers Insurance agents and increase brand awareness and quote requests. The digital content drove over 3.4 million people to the Hall of Claims site, resulting in a significant increase in visits to Farmers.com and initiated quotes.

The Hall of Claims is a fictitious museum

The Hall of Claims campaign was designed to increase brand awareness and drive people to the Farmers website to request quotes and learn more about the company's services. The campaign included TV spots, online video, radio, social media, direct marketing, digital content, and public relations support. It was a successful endeavour, with over 3.4 million people visiting the Hall of Claims site and a significant increase in visits to Farmers.com and initiated quotes.

The campaign also featured actor J.K. Simmons as Professor Nathaniel Burke, who introduced consumers to true stories of strange, unlikely, and unbelievable claims. The insurance company also launched a new interactive website that allowed consumers to explore exhibits of some of the claims stories, each describing the claim in detail.

The Hall of Claims is a creative way for Farmers Insurance to showcase their experience and knowledge in handling a wide range of insurance claims. By using a fictitious museum as a backdrop, the company was able to engage and entertain consumers while also providing valuable information about their services.

The success of the Hall of Claims campaign demonstrates the power of storytelling and creativity in advertising. By sharing real-life stories of unusual claims, Farmers Insurance was able to connect with consumers and showcase their expertise and ability to handle a diverse range of situations. The campaign's impact extended beyond brand awareness, as it drove tangible results in terms of website visits and quote requests.

The museum was created by RPA for a Farmers Insurance campaign

The Hall of Claims is a fictitious museum created by RPA for a Farmers Insurance campaign. The museum is filled with exhibits that highlight Farmers Insurance's most bizarre and improbable claims. The campaign aimed to increase brand awareness, visits to Farmers' website, and insurance quote requests by showcasing the company's experience in handling unusual situations.

The Hall of Claims campaign was built around the idea that Farmers Insurance has "seen almost everything, so [they] know how to cover almost anything." The museum served as a creative way to showcase the company's expertise and ability to handle a wide range of insurance claims, no matter how strange or unusual.

The campaign featured two TV spots, "Stag Pool Party" and "Smash and Grub", which told the true stories of unusual insurance claims. These spots were complemented by online videos, radio, social media, and digital content that directed people to an interactive website where they could explore exhibits of various claim stories.

The Hall of Claims campaign was a successful strategy for Farmers Insurance, resulting in a significant increase in website visits, insurance quote requests, and brand consideration. The campaign effectively communicated the company's experience and knowledge in handling a diverse range of insurance scenarios, helping to build trust and confidence among potential customers.

Overall, the creation of the fictitious Hall of Claims museum by RPA for Farmers Insurance was a unique and innovative approach to marketing, leveraging the company's experience in handling unusual claims to engage and attract new customers.

The Shorty Awards recognised the campaign for Brand Awareness

The Shorty Awards is an annual, international flagship awards competition that recognises the best work by brands, agencies, and organisations producing great content across digital and social media platforms. The Shorty Awards was founded in 2008 as the first award show to honour social media.

Farmers Insurance Group, an American insurer group, was recognised by the Shorty Awards for its "Hall of Claims" campaign. The campaign was entered in the Integrated Campaign category and highlighted the experience of Farmers Insurance agents to increase consideration, visits to Farmers.com, and initiated insurance quotes.

The campaign centred on a fictitious museum called the Hall of Claims, which featured exhibits showcasing Farmers' most bizarre and improbable claims. These included stories such as a water heater rocketing through a home and crash-landing on a car, and a determined terrier torching a kitchen. The museum served as a jumping-off point for the campaign, with each story leading to multiple executions across TV, social media, and digital platforms.

Through this campaign, Farmers Insurance successfully drove over 3.4 million people to the Hall of Claims site, with visits to Farmers.com increasing by 115% and initiated quotes rising by 127%. The Shorty Awards recognition for the "Hall of Claims" campaign showcases Farmers Insurance's effective use of brand awareness strategies and their ability to engage with their audience through creative and innovative campaigns.

The campaign included TV spots, online video, radio, social media, and more

Farmers Insurance launched a campaign featuring actual customer claims from the "we can't make this stuff up" category. The campaign included TV spots, online video, radio, social media, direct marketing, digital and public relations support. The campaign was built around the fictitious 'Hall of Claims' museum, filled with exhibits that highlighted Farmers' most bizarre and improbable claims.

The TV spots, created by agency of record RPA, carried the theme line "We Know From Experience". One of the introductory ads, "Stag Pool Party", told the story of a real claim from Colorado involving deer that damaged a customer's swimming pool. The other, "Smash and Grub", recounted a true story from California about a bear that broke into a vacation home.

The campaign extended to social media platforms like Facebook, where a 360-degree video, pet-shaming posts, and a Dog Diving event on YouTube were featured. Rich media and pre-roll units brought the Hall of Claims exhibits to life, and Facebook memories of destruction and parody pre-roll ads that viewers could choose to destroy rather than skip added to the campaign's engagement.

Digital content played a significant role in driving over 3.4 million people to the Hall of Claims site. Visits to Farmers.com increased by 115%, initiated quotes rose by 127%, and consideration increased by 33%. The campaign successfully showcased Farmers' experience and knowledge in handling unique and diverse insurance claims.

The campaign aimed to convey the expertise of Farmers agents

Farmers Insurance Group, commonly known as Farmers, is an American insurance company that offers insurance for vehicles, homes, and small businesses, as well as other financial services. The company has a large number of agents and employees, with over 48,000 exclusive and independent agents and approximately 21,000 employees.

To showcase the expertise of its agents, Farmers launched a creative campaign called the "Hall of Claims." This campaign centred around a fictitious museum filled with exhibits that highlighted some of the most bizarre and improbable claims the company had received. The idea was to convey that Farmers has seen and handled almost every type of insurance scenario, no matter how unusual.

The campaign featured actual customer claims, such as "Stag Pool Party," about deer causing damage to a swimming pool, and "Smash and Grub," about a bear breaking into a vacation home. These stories were turned into TV spots, online videos, and social media content. The campaign tagline, "We Know From Experience," emphasised the wealth of knowledge and experience that Farmers agents possess.

The "Hall of Claims" campaign was highly successful, driving over 3.4 million people to the campaign website. It also led to a significant increase in visits to the Farmers website, with a 115% uplift, and a notable rise in insurance quote requests, demonstrating that the campaign effectively conveyed the expertise and knowledge of Farmers agents.

Through this innovative and engaging approach, Farmers Insurance Group was able to showcase the capabilities of its agents and reinforce its position as a trusted and experienced insurance provider.

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